Agencies Face Obsolescence Amid AI Disruption, Advertising Operators Warn

Agencies risk obsolescence if they fail to adapt to artificial intelligence and shifting consumer expectations, industry leaders warned at the Association of Advertising Agencies of Nigeria’s (AAAN) 53rd Annual General Meeting and Congress in Lagos.

The two-day event held under the theme “AdVolution: The End of Advertising as We Know It and How to Win What Comes Next,” focused on how AI, changing consumer behaviour, new technologies and emerging creative models are reshaping agency business models and ways of working.

The AGM opened Thursday with a members-only business session that included the AAAN president’s stewardship address and committee reports on the association’s activities, progress and priorities.

The session also inducted new members — JT Agency, Purple Stardust Limited and Omnifique Options Limited — part of AAAN’s push to broaden collaboration across Nigeria’s advertising and marketing communications ecosystem.

AAAN president, Lanre Adisa said the industry’s principal challenge is not change itself but the risk of failing to adapt, calling for intensified talent development and better understanding of how emerging technologies can work alongside human creativity.

Keynote speakers chief executive officer of Big Cabal Media, Tomiwa Aladekomo, and head of Brands and Communications at Fidelity Bank Plc, Dr Meksley Nwagboh, argued that while AI is altering industry rules, human creativity and cultural insight remain the chief differentiators. Aladekomo said technology can support the creative process but cannot replace human intuition and original idea generation. Dr. Nwagboh urged agencies to blend data, technology and human judgement to produce relevant, authentic work that connects with consumers.

Representing the Lagos State governor, commissioner for Information and Strategy Gbenga Omotoso, described the conference theme as timely and reiterated that creativity remains uniquely human despite technological advances.

A panel moderated by Oyindamola Fakile — featuring Segun Akinyemiju of Guinness Nigeria Plc, Rotimi Ade-Onajobi of Spice 360, Damola R. Salvador of Digisplash Limited, Oluwatobiloba Beckley-Williams of 7even Interactive and Seun Adaramola of Visa Nigeria — examined evolving business models for agencies in an AI-driven landscape. Panelists said AI can improve efficiency and processes but stressed that strategic thinking, creativity and human judgement are essential to developing impactful solutions and maintaining meaningful brand–consumer connections.

The 53rd AAAN AGM and Congress closed with the AAAN Gala and Awards on Friday night, where outstanding individuals and organisations were recognised for their contributions to Nigeria’s advertising industry.