Brand Journalists Association of Nigeria Holds Annual Brand & Marketing Conference 2025

 

The Brand Journalists Association of Nigeria (BJAN) held its Annual Brand and Marketing Conference on Friday, 28th November 2025, at the Oriental Hotel in Victoria Island, Lagos. The conference brought together leading brands, marketers, and industry professionals. The main focus was on AI and the future of marketing workflows, considering both disruption and opportunity.

Students from top universities in Lagos including the National institute of journalism were privileged to attend.

The event started with a prayer by Mr. Stanley Ohiedegbo, BJAN Chief Information Officer. This was followed by a welcome address from BJAN Chairman Daniel Obi. The Guest of Honour, Udeme Ufot, Group Managing Director of SO&U, opened the conference. He highlighted how AI can improve efficiency, offer deeper insights, speed up processes, and allow for personalized communication. He stressed that brands need to learn how to use AI effectively.

Bethel Obioma, Head of Communications at Sahara Group, delivered the keynote speech. He framed the discussion as “equilibrium: where disruption meets opportunity.” He outlined three stages of AI integration: discovery, sleuthery, and mastery. He emphasized that AI is a tool meant to support human insight, not replace it. According to Obioma, AI identifies problems, but humans find solutions. Mastery comes from combining AI capabilities with human creativity and judgment.

The second keynote focused on AI in journalism, showing how it can make paperwork and reporting easier. Speakers also raised concerns about the risks of uploading private company data, which can lead to leaks or stereotypes. Companies like Interswitch have begun implementing AI policies to reduce these risks.

A panel discussion included Dr. Seyi Akindeinde, Emma Adediri, Dr. Segun Umaru, and Mr. Toby. They discussed using AI to create solutions, address real-world problems, and improve marketing, advertising, and public relations workflows. Mr. Tobi noted that AI’s impact relies on professional use, while Mr. Emmanuel talked about potential challenges, including misinformation and ethical issues.

During the interactive Q&A session, participants inquired about using AI in education, critical thinking, and bridging age gaps in technology use. Panelists encouraged using AI to improve analytical thinking, problem-solving, and creativity. They stressed the importance of hands-on, practical learning, or “reverse education,” to support traditional theory-based teaching.

The conference also highlighted brands already using AI in digital marketing, influencer campaigns, experimental storytelling, and customer engagement. Attendees left with practical insights on how to use AI responsibly and maximize its potential in shaping the future of marketing.