AI to redefine marketing strategies

MediaFuse-Dentsu Nigeria has announced that it is pioneering artificial intelligence-powered integrated growth solutions to redefine the future of marketing communications.

The company made this disclosure at its recently concluded three-day 2025 Management Strategy Conference, themed ‘Driving Through a Sustainable Data & Technology Strategy’, which was held in Lagos.

The agency reaffirmed its commitment to data-driven innovation, positioning itself at the forefront of industry transformation.

The Group Chief Executive Officer of MediaFuse-Dentsu Nigeria, Emeka Okeke, emphasised the urgency of adaptation in an evolving digital landscape.

“Marketing communications is shifting from traditional methods to AI, data science, and platform-driven solutions. Those who fail to embrace this change risk falling behind,” he warned.

He noted that the discussions focused on the impact of AI, machine learning, and hyper-personalisation in marketing.

The CEO of Data Science Nigeria, Dr Bayo Adekanmbi, delivered an insightful keynote on Building a Sustainable Data and Technology Strategy for Marketing Communications, highlighting AI’s role in optimising marketing decisions.

Also, the managing partner at OR & C Consultants, Russell Irechukwu, provided a critical analysis of regulatory changes, shedding light on how evolving tax laws could affect Nigerian businesses.

On the second day, the Head of Business at Godrej, Kayode Oladapo, shared a client’s perspective on data and technology in marketing, urging agencies to align with modern client expectations.

While reaffirming MediaFuse-Dentsu’s commitment to AI, Okeke revealed the agency’s investment in hyper-personalisation.

“We are shifting from broad data capture to AI-powered consumer engagement. Our new AI tool, set for market launch, will redefine audience targeting,” he said.

The Director of Data Science at Dentsu Data SSA, Paul Stemmet, emphasised that AI will be the biggest industry disruptor in the coming years.

“Every agency must integrate AI into its strategy. Generative AI will revolutionise content, targeting, and engagement,” he asserted.

Okeke further mentioned the agency’s plan to localise AI’s impact and also set to introduce Merkury, Gen CX, and an upgraded CCS platform—technologies designed to deepen audience insights and enhance real-time competitive analysis.

On her part, the CEO of Dentsu Africa, Dawn Rowlands, projected rapid digital transformation in Nigeria over the next three years, urging businesses to accelerate AI adoption.

“Post-COVID, we have seen unprecedented change. Now, the focus must be on data investment and understanding consumer behaviour,” she stated.

She announced plans to launch Merkury in Nigeria, following its success in South Africa, enabling brands to target real people with precision.

“Our mission is to drive impactful business outcomes. Expect MediaFuse-Dentsu to challenge conventional strategies and push for transformative change in Nigeria’s marketing landscape,” Rowlands concluded.