Aig-Imoukhuede warns advertising agencies: Master AI or risk becoming irrelevant

Aigboje Aig-Imoukhuede, Chairman of Access Holdings Plc and Founder/Chairman of Coronation Group, has challenged Nigeria’s advertising and marketing communications professionals to embrace and master emerging technologies, particularly artificial intelligence (AI), warning that failure to adapt could render them irrelevant in the rapidly evolving business environment.

Aig-Imoukhuede gave the warning while delivering the keynote address at the main Fireside Chat of the 6th National Advertising Conference (NAC 2026), held at the Abuja Continental Hotel, Abuja.

The session, titled “Are We Ready for the Next Frontier?”, was held under the conference theme, “Repositioning the Marketing Communications Industry for the Next Frontier,” and attracted industry leaders, regulators and brand custodians.

He described the emerging technological landscape as a period of uncertainty and opportunity, urging industry players to overcome their fears and position themselves as leaders in the changing business environment.

According to him, every technological frontier presents opportunities for those willing to innovate and take the initiative, while those who fail to adapt risk being left behind.

“The theme for this year is about frontiers, and the reality of frontier times is that they make people nervous. When you stand at a frontier, there will always be those who lead and those who follow. If you view a frontier as where the current map ends, it simply means you must be ready to redraw the map yourself,” he said.

Reflecting on the transformation of the media and advertising landscape, Aig-Imoukhuede noted that while the internet revolution disrupted traditional media channels, artificial intelligence and quantum computing were introducing more fundamental changes to the structure and operations of the industry.

He explained that the combination of these technologies was making previously specialised services increasingly accessible, reducing the importance of organisational size and traditional operating structures.

“What we are witnessing is the evolution from the industrial era to the fourth industrial revolution. Artificial intelligence has not just disrupted advertising the way the internet did, it is rapidly turning basic service offerings into commodities,” he said.

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He added that visionary entrepreneurs could now establish highly competitive advertising agencies in Nigeria with relatively small teams by deploying advanced technological tools.

The Access Holdings chairman further argued that the future success of advertising agencies would depend less on their size and the budgets they manage and more on the measurable value they deliver to clients.

“The most valuable agency is not the one that asks for the largest budget; it is the one that genuinely adds undeniable value to the client,” he stressed.

He urged practitioners to deepen their understanding of clients’ business objectives, consumer preferences and human behaviour, noting that these competencies would remain critical differentiators as technology reshapes service delivery.

Aig-Imoukhuede also projected a significant expansion in demand for advertising services, driven by the growing culture of personal branding and self-promotion.

According to him, individuals would increasingly seek to market themselves through digital platforms, creating new business opportunities for agencies that position themselves strategically.

“The demand for advertising is going to increase exponentially as individuals begin to advertise themselves. Self-advertising will be a major global trend. The question for agencies is: how do you strategically position your business to capture a massive share of this expanding market?” he asked.

Using developments in other African markets as an example, he said advertising agencies in South Africa were already exploring the use of AI to expand their operations and reach across the continent.

He challenged Nigerian practitioners to acquire the necessary technological expertise to compete beyond the domestic market and take advantage of emerging opportunities across Africa.

“If Nigerian practitioners can master and deploy these emerging technologies within their craft, you will not only transform your agencies, you will transform Nigeria,” he stated.

Concluding his address, Aig-Imoukhuede urged delegates to embrace the uncertainties associated with technological transformation and turn them into motivation for innovation.

“If you do not master your environment, you are going to become irrelevant. My message to you is simple: master your environment, and let nervousness motivate you to conquer your fears,” he said.

Earlier, the Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Dr Olalekan Fadolapo, delivered the opening remarks, welcoming dignitaries, including former chairmen of the council.

Fadolapo noted that the annual conference had evolved beyond discussions about advertising practices to address broader issues of leadership, management and economic strategy across Nigeria’s marketing communications ecosystem.

The Chairman of the Conference Planning Committee, Tunji Adeyinka, also welcomed participants to Abuja, acknowledged the contributions of conference partners and encouraged delegates to maximise the opportunities provided by the three-day gathering.

The 6th National Advertising Conference brings together stakeholders across the marketing communications industry to examine emerging technologies, regulatory developments and strategies for repositioning the sector for sustainable growth and global competitiveness