The Head of Marketing at AXA Mansard Insurance Plc, Olusesan Ogunyooye, has dismissed fears that artificial intelligence (AI) and technology will take over marketing jobs, saying they will instead reshape the industry.
Speaking at the MarTech Africa 2.0 conference in Lagos, Ogunyooye argued that AI would not replace marketers but create new opportunities for those willing to adapt. According to him, Nigeria and much of Africa are still in the early stages of digital transformation, and the marketing sector has yet to fully tap into the potential of martech.
“With more businesses integrating AI into their operations, professionals who embrace technology will remain relevant,” he said.
Addressing nearly 500 marketing professionals during a Health Tech panel session, Ogunyooye described a future where AI could transform industries. He said patients could consult doctors through virtual assistants, receive automatically generated prescriptions, and have medications delivered seamlessly. He noted that blockchain technology could enhance privacy and security in such processes, highlighting how marketing and technology are becoming increasingly intertwined.
He also observed that the boundaries between digital marketing, growth marketing, and tech marketing were gradually fading, requiring professionals to combine traditional marketing skills with data analytics and emerging technologies.
“AI will reduce the number of people needed for some tasks, but it will also create new roles that didn’t exist before,” he noted.
Despite the advantages of AI, Ogunyooye stressed that technology alone cannot replace strategy. “A bad message will remain bad, no matter how well you distribute it,” he said, adding that companies must focus on strong brand narratives and quality products rather than over-relying on AI-powered tools.
He urged marketers to see AI as an opportunity rather than a threat and called on organizations to invest in training their teams in AI and data-driven marketing strategies to stay ahead in the evolving industry.