MarkHack 5.0 Spotlights AI, Culture and the Future of Marketing in Nigeria

MarkHack 5.0 brought together some of Africa’s leading voices in marketing, media, technology and policy to examine the growing influence of artificial intelligence on business, creativity and consumer engagement.

Held at the Oriental Hotel in Victoria Island, Lagos, on 5 June 2026, the conference attracted industry leaders, innovators and decision-makers for discussions centred on the theme, “The Culture Algorithm: AI × Human Experience.”

Organised by GDM Group in partnership with Eko Innovation Centre and Brand Communicator, the event explored how brands can successfully navigate an increasingly AI-driven landscape while maintaining authenticity, trust and cultural relevance.

Setting the tone for the conference, Joshua Ajayi, Founder of Brand Communicator, described MarkHack as a platform designed not only to facilitate dialogue but also to shape the future direction of the industry. This message was echoed by Dr Bolajoko Bayo-Ajayi, President and Chairman of Council of the National Institute of Marketing of Nigeria (NIMN), who highlighted the need for marketing leadership to evolve in response to rapid technological change.

One of the key sessions focused on the relationship between artificial intelligence, consumer trust and purchasing behaviour. Osato Evbuomwan, Marketing Director at Moët Hennessy Nigeria, led discussions on the theme, “Trust That Sells: How AI is Changing What Consumers Believe and Buy.”

The session featured contributions from Olayinka Iyinolakan, Founder of Indigenius AI; Nengi Akinola, Head of Marketing at BetKing; and Segun Ogunleye, Head of Marketing at Diageo. Moderated by Tolulope Madebem, President of EXMAN, the panel examined how AI-powered marketing strategies are reshaping consumer decision-making and brand engagement.

A major highlight of the conference was the keynote address delivered by Victoria Ajayi, Group Managing Director and Chief Executive Officer of TVC Communications. She addressed what she described as a growing “trust deficit” in the age of artificial intelligence, emphasising the importance of human judgment, authenticity and ethical responsibility in preserving brand value despite the efficiencies AI can deliver.

The conversation continued with a second plenary session that explored the role of AI in African storytelling and brand communication.

Mabel Adeteye, Head of Brands and Marketing Communications at Wema Bank, led discussions on “Brand Storytelling in Africa: The Role of AI in Building Authentic Consumer Narratives.” Moderated by Joanna Mustapha of News Central TV, the session featured Adebola Williams, Winston Ailemoh, Oduwaye Ayotomiwa and Isaac Akani, who shared practical insights on using AI to create culturally relevant narratives capable of strengthening relationships between brands and African consumers.

Beyond the plenary sessions, attendees participated in a series of breakout discussions focused on practical applications of artificial intelligence in marketing and business operations.

One session, titled “From Data to Demand: Making AI Work in Real African Markets,” featured Chioma Otisi-Igwe of FrieslandCampina WAMCO Nigeria Plc, Godson Nkeokelonye of Excite Panacea Limited, Simpa Yekini of Tingtel, Temi Kolawole of Ilorin Innovation Hub and Chibuike Goodnews of Dochase AdX. Moderated by Scott Eneje of Digital Evolutions Ltd, the discussion examined how businesses can use AI to improve campaign planning, audience insights and operational efficiency.

Running alongside it was “Local by Design: Rethinking African Consumer Insight for Modern Brands,” which brought together Fiyin Toyo, Marketing Director for Central, East and West Africa at Beiersdorf; Dr Abiodun Ajiborode, Chief Executive Officer of Brand Management Academy and BLIM; David Mogaji, Chief Executive Officer of Candleweb AI; Tope Sule, Brand Manager at Indomie; and Martha Kayode, Head of Marketing at PZ Cussons. Moderated by Mobolaji Junaid, Chief Executive Officer of WhyFinite, the session focused on how brands can harness local consumer insights to build more effective and culturally resonant marketing strategies.

A recurring theme throughout the conference was the importance of turning AI-driven insights into practical business outcomes. Participants explored ways to integrate artificial intelligence into campaign development, audience targeting and brand positioning while remaining sensitive to local market realities.

By bringing together expertise from technology, marketing and business, MarkHack 5.0 reinforced its position as a leading platform for discussions on innovation and brand growth in Africa. The event also highlighted the increasing importance of balancing technological advancement with human creativity as organisations seek to remain competitive in a rapidly evolving marketplace.

As artificial intelligence continues to transform the global marketing landscape, MarkHack 5.0 provided a platform for industry leaders to examine how African brands can leverage emerging technologies to drive growth, build trust and create lasting value.