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AI Reshaping Nigeria’s Advertising Industry as Agencies Urged to Prioritise Creativity Over Technology

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The rapid rise of artificial intelligence is forcing Nigeria’s advertising industry to rethink how it operates, with agency leaders warning that firms unwilling to adapt risk becoming less competitive in a changing communications market.

That message emerged at the annual conference of the Association of Advertising Agencies of Nigeria (AAAN), where business executives, advertising professionals and government representatives discussed how AI, automation and shifting consumer behaviour are transforming the industry.

While speakers broadly agreed that AI will become an integral part of advertising, several also cautioned against relying on technology at the expense of originality and strategic thinking.

The conference comes as generative AI tools such as ChatGPT, Google’s Gemini and image-generation platforms are increasingly being adopted by marketers worldwide to develop advertising copy, campaign concepts, customer insights and creative content. The shift has sparked debate across the industry over productivity, ethics, copyright, employment and the future role of creative professionals.

Industry faces pressure to adapt

Speaking at the conference, Meksley Nwagboh, Divisional Head of Brand and Communications at Fidelity Bank Plc, argued that advertising has entered a fundamentally different era.

Addressing participants on the theme, “AdVolution: The End of Advertising as We Know It and How to Win What Comes Next,” he said:

“The end of advertising as previously practised should not be viewed as a crisis. Instead, it should serve as a call for agencies and professionals to evolve, build stronger organisations, develop more intelligent campaigns and create responsible communication systems.”

Nwagboh said agencies would need more than access to AI tools to remain competitive.

He added that successful firms would require “a deeper understanding of people, culture and markets” alongside stronger strategic and creative capabilities.

Warning against overdependence on artificial intelligence, he said:

“The agencies most likely to lead the industry would not necessarily be those with the greatest number of AI tools, but those with strong strategic thinkers, a deep understanding of culture and the judgement to determine when and how technology should be applied.”

He also encouraged agencies to use AI to automate repetitive tasks while protecting originality and human insight.

According to him, future-ready agencies should be capable of turning “data into insight, insight into strategy, strategy into compelling stories and those stories into measurable results.”

Why this matters

The Nigerian advertising industry has been undergoing significant change over the past decade as consumers spend more time on digital platforms than on traditional media.

Brands are increasingly demanding measurable returns on advertising expenditure, personalised marketing and data-driven campaigns.

At the same time, AI-powered tools are reducing the time required to produce content, analyse audiences and optimise campaigns, potentially lowering costs while increasing competition among agencies.

However, the technology has also raised concerns about job displacement, intellectual property rights, misinformation and declining originality.

Industry analysts say agencies that invest only in software without developing skilled professionals may struggle to differentiate themselves.

Calls for investment in talent

AAAN President Lanre Adisa urged agencies to treat change as an opportunity rather than a threat.

He said failure to adapt posed a greater risk than technological disruption itself, adding that agencies should invest in talent development and understand how emerging technologies can complement human creativity.

Similarly, Tomiwa Aladekomo, Chief Executive Officer of Big Cabal Media, said AI was changing industry rules but argued that human judgement remained indispensable.

According to him:

“Technology could support the creative process but could not replace intuition, cultural understanding and original thinking.”

Conference Chairman Kelechi Nwosu, a member of the AAAN Board of Trustees, encouraged agencies to diversify their business models beyond client work.

He urged practitioners to develop intellectual property, arguing that imagination remains one of advertising’s most valuable commercial assets.

Representing the Lagos State Governor, Commissioner for Information and Strategy Gbenga Omotoso described the conference theme as timely, saying that although technology continues to transform business and society, creativity remains uniquely human.

Wider implications

For businesses, increased AI adoption could lower production costs and improve campaign efficiency.

For advertising professionals, however, the technology is likely to change the skills employers prioritise, with greater emphasis on strategic planning, data interpretation, cultural insight and creative judgement.

For consumers, AI-powered advertising could result in more personalised marketing but may also raise concerns about privacy, data collection and the authenticity of digital content.

As AI capabilities continue to expand, the challenge for Nigeria’s advertising industry will be balancing technological innovation with the human creativity that speakers at the conference argued remains its strongest competitive advantage.

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RHUCE Launches Creator Monetisation Platform to Tap Africa’s $3bn Digital Economy

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A new social platform, RHUCE, has launched in Lagos with the aim of helping African creatives turn their skills, learning, and content into income.

The company says the platform is designed to address a major gap in Africa’s fast-growing creator economy, estimated to be worth more than $3bn, where many young people struggle to monetise their digital skills.

“Across Africa, talent is everywhere, but opportunity is fragmented,” said Simeon Ifeoluwa Adeyanju, CEO of RHUCE Limited.

“Creators are learning, building, and sharing their work, but they lack a structured way to turn that into visibility, credibility, and income.”

Why it matters

Africa has one of the youngest populations in the world, with more than 60% under the age of 25.

This demographic shift is driving a surge in digital creativity—from design and coding to content creation but many creators rely on informal channels like WhatsApp groups and social media direct messages to find work.

RHUCE says it wants to streamline this process by creating a central platform where opportunities can find creators, rather than the other way around.

A shift from “finished work” to growth

Unlike traditional platforms that prioritise polished portfolios or viral content, RHUCE allows users to document their progress in real time.

This means creators can showcase their learning journey as a “living portfolio”.

“We believe your journey is your greatest asset,” Adeyanju said.

“On RHUCE, your growth becomes your portfolio, your consistency builds your credibility, and opportunities can discover you based on what you’re becoming, not just what you’ve done.”

Monetisation tools and new income streams

The platform also introduces built-in monetisation tools.

Creators can earn through digital products, paid learning content, and brand-sponsored campaigns—features the company says are key to unlocking sustainable income in Africa’s digital economy.

“Instead of chasing opportunities across WhatsApp groups, DMs, and multiple platforms, we’ve built a system where you can post once and be discovered continuously,” Adeyanju added.

Industry perspective

Experts say platforms like RHUCE reflect a broader shift in how work is being created and distributed globally.

Digital economy analysts note that Africa’s creator ecosystem is still developing, with limited infrastructure for payments, visibility, and talent discovery.

By combining professional identity, monetisation, and opportunity matching, RHUCE is entering a competitive but high-growth space alongside global platforms adapting to creator-led economies.

What’s next

RHUCE says its long-term goal is to become infrastructure for Africa’s next generation of talent.

“It is not just a platform for finished professionals,” Adeyanju said.

“It is for people becoming something. Our goal is simple: help Africans turn learning into opportunity, and opportunity into income.”

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Coding Her Way Out: How Moat Academy is Empowering Nigerian Girls to Build Futures Through Tech

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In a society where gender roles are still firmly entrenched, one Lagos-based tech academy is helping girls hack into a future previously denied to them. For Sodiq Rukayat Gbemishola, a 25-year-old full-stack development student, learning to code hasn’t just been about acquiring skills, it’s been about reclaiming power.

“Coding made me feel powerful and confident. It’s like saying let there be light and there’s light,” Rukayat says. “I wanted to test my capability and push my limits.”

From resigning her job to borrowing a laptop and enduring weeks without electricity, Rukayat’s path into technology has been anything but easy. But through the support of Moat Academy, she stayed the course.

“I stopped making excuses. I stayed focused, borrowed what I could, and surrounded myself with inspiration and purpose. That mindset kept me going.”

Now, she’s building a digital platform tailored to support Nigerian corps members and IT/SIWES students, offering everything from NYSC state information to skills tracking and lodge connections. It’s a bold, thoughtful solution rooted in empathy and code.

“I used to feel stuck and unsure of my direction, but now I feel powerful. Learning to code has opened my mind to global possibilities.”

Moat Academy’s Mission: Skill, Inclusion, and Representation

At the core of this transformation is Moat Academy, founded to bridge the gap between academic learning and industry-ready skillsets for software development.

While it is open to all genders, the academy has carved a vital role in promoting gender equity.

“Solving human problems with technology necessitates diverse views,” says Abiola Ilupeju, the academy’s Principal Consultant. “By providing opportunities for girls to enter the sector, we ensure that tomorrow’s software reflects the needs and insights of everyone it serves.”

 

Abiola Ilupeju

But societal conditioning still casts a long shadow.

“The biggest challenge girls face is societal stereotype, that tech is ‘not for girls’ or ‘too hard.’ These biases can kill their confidence before they even start,” she explains.

To counter this, the academy uses representation and history, reminding trainees that the world’s first computer programmer was a woman: Ada Lovelace.

“Seeing a female faculty member also helps them feel they belong,” she adds.

When Talent Meets Opportunity: The Lilian Story

One of the academy’s most inspiring moments came from an unexpected full-circle moment in 2016. Ilupeju came across a viral photo of a young woman standing on the Lekki-Epe Expressway, holding a placard that read she was a Computer Science graduate in desperate need of a job.

“I found this heartbreaking,” Ilupeju recalls. “Once you have the right skills, you shouldn’t have to beg for opportunities, they should find you.”

This image spurred her to repurpose PINKIT, an initiative originally for high school girls, to train unemployed female STEM graduates instead. Backed by the U.S. Consulate in Lagos, the program selected 10 women from over 800 applicants.

“During my closing remarks, I showed that viral photo. Afterwards, one of the participants approached me and said: ‘Do you know you used my picture today?’ I was stunned because it was her. Her name was Lilian.”

Lilian secured a job in cybersecurity just two weeks after graduation and later joined Deloitte, where she continues to grow.

“She’s a shining example of what’s possible when talent meets opportunity and support.”

Breaking Barriers at Home and in Society

Beyond training, Ilupeju admits that female coders still face domestic and cultural hurdles.

“Some girls struggle with household chores or pressure to maintain appearances. We’ve had students miss tasks because of time spent at salons,” she notes. “Technical fields require focus. These distractions can slow down progress.”

Women at Moat Academy coding their way out.

But Moat Academy provides more than training, it creates a supportive ecosystem.

“With a strong support system, both at home and in the academy, I believe these barriers can be overcome.”

“You Belong Here”: A Message to the Next Generation

Ilupeju’s advice to girls considering a future in tech is simple, but powerful:

“Let go of the belief that tech is not for you. It is. All it requires is willingness to learn and the discipline to grow. If you’re curious and committed, there’s a place for you here, whether it’s in coding, design, or innovation.”

For Rukayat, that belief has already become action.

“Tech is not just for men or for those who started early. Start with what you have, ask questions, and don’t let fear hold you back.”

And if her words aren’t enough, her final rallying cry is:

“You deserve to be in every room where change is being made and you can absolutely lead that change.”

This is an entry story submitted by Ilebani Titilayo Olamide for the African Young Media Professionals Women in Journalism training.

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Ondo State Launches Digital Payment Platform to Enhance Revenue Collection

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The Ondo State government, under Governor Lucky Orimisan Aiyedatiwa, has finalized plans to deploy a digital payment platform aimed at streamlining tax collection and other government-related payments.

This initiative follows a collaboration between the Ondo State Internal Revenue Service (ODIRS) and BBA Consult Ltd., a consulting firm providing digital financial solutions.

Speaking after a demonstration session at the Governor’s Office in Akure, Governor Aiyedatiwa reaffirmed his administration’s dedication to leveraging technology for improved revenue generation.

“The new platform will not only make tax payment easier but also significantly enhance revenue generation for Ondo State,” he said.

He added that the system would curb revenue leakages, enhance compliance, and create a more transparent and accountable tax structure.

The governor further emphasized that revenue accrued through this system would be invested in infrastructure projects, including roads, healthcare, education, and other essential public services.

“With a more efficient tax and payment system that blocks leakages, the government will have the financial capacity to invest in roads, healthcare facilities, schools, and other essential public services,” he noted.

He encouraged residents and businesses to adopt the digital platform, assuring them of its security, ease of use, and long-term economic benefits for the state.

Seamless Transactions with Unique Taxpayer ID

Speaking on behalf of BBA Consult Ltd., Director Maryam Abisola highlighted the platform’s user-friendly features.

“Every taxpayer in Ondo State will now have a unique taxpayer ID linked to their personal profile, which includes essential details such as phone number, address, and age,” she explained.

She emphasized that the records would remain confidential and accessible only to the individual taxpayer.

Abisola further elaborated on the platform’s functionality, stressing its role in eliminating the bottlenecks associated with manual tax payments while ensuring a seamless and efficient payment process for both citizens and government agencies.

During the live demonstration, the governor became the first taxpayer to generate and pay his tax bill via the platform. The system offers multiple payment options, including:

Card payments

Bank transfers

USSD codes

In-person payments at designated banks

Once a transaction is completed, taxpayers receive a downloadable receipt with a unique verification code. Tax officials can then authenticate payments via the platform, ensuring transparency.

Beyond Tax Payments: A One-Stop Payment Hub

Beyond tax collection, the digital platform serves as a comprehensive payment hub for various government transactions, including:

Commerce and industry permits

Land and housing fees

Billboard advertising charges

Hospital service payments

Natural resource levies

Education fees

Describing it as an all-inclusive solution, Abisola noted that the platform consolidates multiple payment processes into a single, user-friendly system.

Key Officials Present at the Demonstration

Dignitaries present at the event included:

Dr. Taye Fasoranti – Secretary to the State Government

Mrs. Omowumi Isaac – Commissioner for Finance

Dr. Olukayode Ajulo, SAN – Attorney General & Commissioner for Justice

Mr. Bayo Rojugbokan – Chairman, Internal Revenue Service

This digital transformation initiative aligns with Ondo State’s commitment to enhancing the ease of doing business while fostering economic growth.

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