MediaFuse-Dentsu Nigeria has announced its plans to revolutionize marketing communications with artificial intelligence (AI)-driven integrated growth solutions. This move was revealed during their 2025 Management Strategy Conference in Lagos, where the company underscored its commitment to data-driven innovation and industry transformation. The event, themed ‘Driving Through a Sustainable Data & Technology Strategy,’ highlighted the increasing importance of AI, machine learning, and hyper-personalization in marketing.
During the conference, Group CEO Emeka Okeke stressed the need for businesses to adapt to the evolving digital landscape. He warned that failure to embrace AI and data science could leave companies behind. Dr. Bayo Adekanmbi, CEO of Data Science Nigeria, gave an insightful keynote on the significance of AI in optimizing marketing decisions, while Russell Irechukwu from OR & C Consultants discussed the impact of regulatory changes on Nigerian businesses.
The second day of the conference saw Kayode Oladapo of Godrej offering a client’s perspective on data and technology in marketing. Meanwhile, Paul Stemmet, Director of Data Science at Dentsu Data SSA, predicted AI would be the most disruptive force in the marketing industry. Okeke announced the agency’s AI-powered tool, set to enhance audience targeting and hyper-personalized consumer engagement, marking a shift from traditional marketing approaches.
Dawn Rowlands, CEO of Dentsu Africa, projected rapid digital transformation in Nigeria over the next three years. She emphasized the importance of AI adoption and data investment, particularly in understanding consumer behavior. She also announced the upcoming launch of Merkury in Nigeria, following its success in South Africa, aiming to revolutionize how brands target consumers with precision.
source: punch