Kehinde Ruth Onasoga, Principal Consultant at Pandora Global Agency, believes that artificial intelligence (AI) is here to stay, adding that any marketing communications professional who embraces the innovation will succeed.
In an exclusive interview with The Guardian, she observed that AI has long been a part of digital marketing communications, particularly through machine learning algorithms used in digital advertising platforms.
Further, she added that the role of AI in marketing communications has gradually evolved with advancements in automation, personalization and predictive analytics.
For her, these advancements are deeply integrated into messaging platforms, social media, content generation and data analytics, and they help marketers better understand their audience segments, progressively contributing to campaigns by directly addressing customer needs and delivering exceptional value.
However, she added, no advancement is without its pros and cons, and AI is no exception, “as it poses challenges, especially with respect to certain biases, particularly in data-scarce environments like Africa. However, AI is here to stay, and those who adapt to its ever-evolving capabilities will thrive. Marketing communications professionals can benefit from AI by adopting data-driven decision-making.
Referring to OpenAI CEO Sam Altman during his visit to Nigeria in 2021, she suggested that AI should be regulated according to each country’s rules, ensuring that developers are held accountable for their technology.
In conclusion, Onasoga added: “By staying abreast of AI developments and adopting its strategies, we, as marketers, can harness its full potential, overcome the challenges we currently face in the field, and take advantage of its opportunities to improve the effectiveness and efficiency of our campaigns.”
