Experts advocate greater exploration of AI in marketing

October 9, 2023

Experts in marketing and technology have called on marketing practitioners, especially those in the out-of-home advertising, to leverage the opportunities presented by ArtificiaI Intelligence, to upskill.

The call was made at the inaugural Location Marketing Awards (LOMA), held in Lagos, recently.

The experts, cut across the different genres of integrated marketing communications, while discussing ‘Pioneering the OOH Revolution: Exploring Artificial Intelligence and Innovative Technology,’ ventured deep into the world of Artificial Intelligence, shedding light on its profound influence across diverse industries.

The focal point of discussion centered on AI’s significance and its role in elevating professionals within the advertising ecosystem.

While acknowledging the evolution of advertising in tandem with AI’s transformative impact on society, the experts underlined the need for marketing professionals to embrace and leverage AI technologies to stay competitive in the rapidly changing landscape.

Some of the experts who spoke as panellists at the event include Nkasiobi Chukwu of Wakati Media; Orakwe John, Al Programmes/Digital Transformation Lead Facilitator, Applied Al for Business Leaders; Miguel Castanon, Business Development Director, EMEA, BroadSign and Rilwan Ajiferuke, General Manager, Plural Media and Technologies Ltd.

In his remarks, the convener of Location Marketing Awards, Kingsley Onwukaeme, identified harsh economic conditions, low client patronage, unfavourable credit terms, multiple taxation, insecurity, scarce human resources and market proliferation as some of the challenges bedevilling the industry.

He, however, commended industry professionals for their resilience and innovative spirit towards building an industry that all practitioners can be proud of.

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