Journalists Key to Brand Visibility, Stakeholders Stress Ethical AI Use

Tomi Ogunlesi, Divisional Head, Brands, Communications, Content & CSR, representing Cherry Eromosele, Executive Vice President/Group Head, Marketing & Corporate Communications at Interswitch; Bethel Obioma, Head Corporate Communications, Sahara Group; Udeme Ufot, GMD, SO&U and Daniel Obi, BJAN Chairman, all at the Bjan 2025 Brands and Marketing Conference held in Lagos over the weekend.

Journalists Key to Brand Visibility, Stakeholders Stress Ethical AI Use

By Blessing Umebali

Marketing communications leaders gathered at the 2025 Annual Brands & Marketing Conference, organised by the Brand Journalists Association of Nigeria (BJAN), have praised brand journalists for enhancing the industry’s respect and growth. The conference theme was “Artificial Intelligence (AI) and the Future of Marketing Workflow: Distruption or Opportunity.” Speakers emphasised that journalists must master AI tools while keeping the human element central to communication.

Daniel Obi, Chairman of BJAN, welcomed attendees to the pivotal conference, emphasising that AI is transforming how the industry creates, communicates, plans, measures, and engages. He stressed that professionals, including journalists and regulators, “must understand this technology deeply enough to use it ethically, strategically, and intelligently”.

Udeme Ufot, Group CEO of SO&U, noted that the industry’s current stature is a direct result of media coverage, stating, “The fact that marketing and advertising are now so well recognised and respected is because of the work that journalists have done.”

Dr. Susan Ngozi Agbo, Director of the Registration Directorate at ARCON, echoed this sentiment, saying, “The value journalists bring to the table cannot be overstated. The work you do within the entire marketing ecosystem cannot be overemphasised. Brands are visible because of the journalists and the attention you give to those brands.”

Speakers highlighted the importance of understanding AI deeply enough to use it ethically and strategically. Bethel Obioma, Head of Corporate Communications at Sahara Group, described the present landscape as “an equilibrium where disruption meets opportunity” and advised emerging professionals to leverage AI effectively while maintaining a human edge.

Mr. Obioma outlined a three-pronged framework for journalists and marketers: Discovery, Smoothly (The Human Edge), and Mastery. He urged journalists to learn about AI tools, apply critical thinking to AI outputs, and take command of AI to deliver authentic, high-quality work. Tomi Ogunlesi, Divisional Head of Brands, Communications, Content & CSR at Interswitch, noted that human elements remain irreplaceable, saying, “Human skills define the why and the soul of the brand.”

The speakers also warned against the risks of misinformation and bias, emphasising the need for vigilance. They recommended strengthening investigative skills, fostering collaboration, and paying close attention to detail.