At the 2025 Brands and Marketing Conference in Lagos, Interswitch Group called on marketing and media professionals to embrace Artificial Intelligence thoughtfully, warning that the real danger lies not in the technology itself but in the hesitation to adapt.
Represented by Tomi Ogunlesi, Dr. Cherry Eromosele stressed that AI is already transforming content creation, distribution, and evaluation, making it essential for practitioners to balance technological efficiency with human judgment. She noted that while AI boosts productivity, it cannot replace the accuracy, context, and ethical oversight that only humans can provide.
Her message to industry players was clear: capacity building is now non-negotiable. Dr. Eromosele highlighted the need for organisations to equip their teams with practical AI skills so they can navigate emerging tools with confidence rather than fear. Through demonstrations and video clips, her session captured both the advantages and risks of automation, from newsroom errors to unpredictable outputs, reinforcing why human review must remain central in all AI-driven workflows. She described the future as “The Age of the Augmented Marketer,” where data, creativity, and algorithms form a new strategic core that elevates marketing impact when used responsibly.
Dr. Eromosele also outlined the structural changes reshaping the industry, including the shift toward always-on brand conversations, dynamic audience profiles, and predictive distribution models that anticipate consumer needs. She added that advanced agentic AI systems are evolving into autonomous partners capable of learning and executing tasks, a development that promises efficiency but also heightens concerns about misinformation, bias, intellectual property breaches, and reputational harm. For journalists, she emphasised that AI’s growing role in story discovery, verification, and production makes credibility, subject-matter expertise, and ethical literacy more critical than ever.
Hosted at the Oriental Hotel in Victoria Island, the BJAN conference brought together experts from marketing, communications, and technology to unpack the complex relationship between AI and the future of work. With contributions from Sahara Group, Digital Encode, Optima AI Lab and others, discussions covered governance, cybersecurity, workflow optimisation and the evolving responsibilities of professionals in an automated ecosystem.
Interswitch’s participation underscored its commitment to guiding the industry toward responsible AI adoption and strengthening the skills that will shape the next generation of marketing and communications across Nigeria.