Broadcasting
What does the future of working in advertising look like?
By Stanislaus Martins, Aleph’s Managing Director for West Africa
If you work in advertising or are considering a career in the field, there’s a good chance you’ve wondered what the industry’s future will look like. And with the advancement of artificial intelligence (AI) and other technologies, that speculation is more relevant than ever.
Stanislaus Martins, Aleph’s Managing Director for West Africa
Will tools like ChatGPT and Microsoft Copilot eventually become so sophisticated that they replace copywriters, designers, and illustrators as some have predicted? And even if they don’t, how will they change the skills required for those positions? Outside of those specific roles what skills will be most useful in the future, particularly as digital and physical world advertising become increasingly integrated?
While it would be foolish to make hard and fast predictions, especially for an industry that moves as fast as advertising does, there are a few emergent trends that give us a good idea of where it’s going. Those already working in the sector, or aiming to do so, would do well to look at these trends and understand how they might impact their career trajectories.
Even in an AI world, authenticity still matters
At the start of 2023, numerous headlines were describing how AI tools could easily replace creatives, especially as they become increasingly sophisticated. As the year has progressed, it’s become clear that the picture’s nowhere near that simple. A research paper released in July, for instance, showed that the quality of answers from ChatGPT was nowhere near perfect, and its creators explicitly highlighted the probability of “AI hallucinations” e.g the generation of incorrect or misleading results.It’s also notable that “authentic” was the US dictionary Merriam-Webster’s word of the year for 2023.
This not only suggests that AI tools may take more time to reach maturity than many thought but also that, even as the technology advances, people still crave authentic experiences. That includes the adverts they’re exposed to daily.
None of this, of course, is to say that AI tools can’t be helpful to creatives. They can be. But making full use of them requires people to build up new skills. You have to know what prompts will give you the output you want, for instance.
Creatives won’t be the only ones who need to develop AI-based skills either. With AI also playing an increasingly important role in things like audience segmentation, ad placement optimisation, and performance analytics, anyone working in those areas will also have to build up their AI skills.
The ongoing integration of physical and digital worlds
A true metaverse, whereby the virtual and physical worlds integrate seamlessly, is still being worked on by tech giants, and the integration of AI will take a huge load off the shoulders of human developers.
There are few areas where that integration is more visible and more relevant than in advertising. Whether it’s a point-of-sale activation that requires people to scan a QR code for a discount or a full-blown augmented reality (AR) campaign, advertising is increasingly at the forefront of showing what’s possible when it comes to the unification of the physical and digital worlds.
That doesn’t only mean in-house marketing teams need to break down the silos between different specialties, it also means that even the out-of-home (OOH) agencies responsible for things like billboards will have to up their digital skills. Digital-first agencies, meanwhile, will have to look at how they can broaden their physical advertising capabilities.
In the face of this kind of unification, those with the skill sets needed to bring these two worlds together will be in high demand. With that in mind, advertising professionals on either side of the divide would do well to grow their physical or digital skills.
Adaptability is everything
What the above two trends show is how important adaptability is in advertising. It’s a fast-moving field where things change all the time. The skills that you have in the industry might not be the ones that keep you growing within it. As such, workers don’t only need to be aware of industry trends but how they might affect them in the future.
Those workers also need to be able to access resources that can help them build up the skills necessary to ride those shifts. It’s something that we’re profoundly aware of at Aleph and is one of the reasons why we launched our Digital Ad Expert platform.
Make no mistake, these shifts won’t be any slower in African markets either. In fact, as the continent continues to experience rapid jumps in connectivity, the continent could leapfrog the rest of the world and set the tone for the future of advertising.
Anyone in the industry or looking to get it into it needs to be ready.
FXTM Academy recently hosted the Pedal for Progress charity cycling event, bringing together 200 participants from cities across Nigeria, including Port Harcourt, Ilorin, Ibadan, Abeokuta, and Lagos.
Held on Saturday, April 19, the competition featured six race categories—Professional Male, Professional Female, Junior Male, Junior Female, Veteran Male, and Veteran Female—allowing cyclists of all skill levels to compete.
The race began at 8:00 a.m., with Juniors completing 10 laps, Veterans tackling 14 laps, and Professionals racing 20 laps, each lap spanning 2.8 kilometers.
Participants competed for significant cash prizes, with winners in the Professional categories receiving ₦800,000, ₦500,000, ₦300,000, and ₦200,000, while those finishing 5th to 15th place earned ₦50,000 each. Junior and Veteran winners also received substantial rewards.
Spectators and participants praised FXTM Academy for fostering unity, sportsmanship, and talent development, with many eagerly anticipating future events.
The academy emphasized its commitment to empowering communities and promoting values such as perseverance, discipline, endurance, and continuous improvement.
FXTM Academy’s Country Representative, Kelechi Ehibudu, highlighted the academy’s dedication to blending sport, charity, and empowerment, setting a new benchmark for community-focused initiatives in Nigeria.
Broadcasting
Davido Unites Superfans in Lagos for Exclusive 5IVE Album Experience, Powered by Spotify
To celebrate the release of his fifth studio album, 5IVE Davido hosted a select group of superfans and media at Ona Restaurant in Lagos for an exclusive meet-and-greet, presented by Spotify.
The event offered a rare, behind-the-scenes look at the Afrobeats superstar, with 50 lucky fans and 5 media partners given the chance to connect with the artist in an intimate setting.
Rather than handing out invitations, Spotify put fans to the test, requiring them to pass a five-question quiz on Davido’s music to earn a spot at the roundtable. Once inside, attendees were treated to an afternoon of music, conversation, and surprises. The event was hosted by Ireculture, who set the tone with her infectious energy, while SmallztheDJ kept the vibe going with smooth, Afrobeats-driven selections.
In true Davido fashion, a playful twist took centre stage: after teasing his absence, the artist made a dramatic, surprise entrance, sending fans into a frenzy. The moment was a perfect reflection of Davido’s personality – engaging, unpredictable, and larger-than-life.
Victor Okapala, Spotify’s Artist and Label Partnerships lead for West Africa, noted, “This event is a testament to the power of music to bring fans and artists closer together. Working with Davido on the release of 5IVE highlights the energy surrounding Afrobeats globally, and the deep connection we see between the artist and his fans.”
The event’s highlight was a close-knit roundtable conversation, where fans shared their love for 5IVE, with “10 Kilo” emerging as an early favourite. Each guest left with a gift box featuring five fashion items from Nigerian streetwear brand Severe Nature, who also designed the official 5IVE merch.
Reflecting on his journey, Davido shared, “When you see artists like Beyoncé, Drake, Kendrick Lamar, and Rihanna, you realise the work it takes to get there. This time, I wanted to go all out, and I’m seeing the results.”
Spotify data underscores Davido’s growing global influence. In the past 12 months, his music has been added to over 12 million playlists worldwide.
The artist’s reach spans key markets including Nigeria, the U.S., U.K., South Africa, and France, with 34% of his listeners aged 18-24 and 41% aged 25-34.
As 5IVE continues to captivate listeners, this intimate event further solidified Davido’s position as one of Afrobeats’ leading voices, fostering a deeper connection between him and his dedicated fanbase.
By Chimezie Orisakwe
It is often wise to be sceptical when politicians promise heaven on earth because, more often than not, they have shown Nigerians that their grand declarations frequently lack corresponding action. Like many Nigerians, I have learned to take such a political promise with a grain of salt. But in Imo State, the Eastern Heartland, a remarkable transformation is taking place.
During a recent visit to Owerri for the 4th Artificial Intelligence and Robotics Summit organized by the Nigerian Computer Society (NCS), I had the rare opportunity to witness firsthand the executive governor of Imo State, Senator Hope Uzodinma’s, unwavering commitment to positioning Imo as Nigeria’s premier digital economy. Far from merely paying lip service to innovation, the governor was actively engaging with young innovators, demonstrating his administration’s genuine dedication to digitalizing Imo State.
Governor Uzodinma didn’t just deliver a speech at the NCS event; he laid out a blueprint. His administration’s vision is clear: to make Imo State a global player in AI, robotics, and digital innovation. And he is not waiting.
At the centre of Governor Uzodinma’s digital revolution stands the Imo Digital City — a groundbreaking initiative poised to catapult the state onto the global technology stage. This ambitious project is not just another government white elephant; it’s already taking shape as a comprehensive ecosystem designed to nurture innovation and entrepreneurship.
The Imo Digital City features cutting-edge facilities, including high-tech classrooms, innovation hubs, and co-working spaces equipped with state-of-the-art tech tools. These resources are strategically designed to cultivate the next generation of digital entrepreneurs and position Imo as a formidable player in the global digital economy.
While his administration is doing its part, he understands the importance of partnership with the private sector. In March 2025, the governor signed a landmark agreement with the US Market Access Centre (US-MAC) to fully realize the potential of the Imo Digital City. This collaboration aims to replicate the success of Silicon Valley by fostering local tech talent, accelerating startup growth, and attracting global investment.
Beyond US-Mac, the administration has fostered partnerships with global tech giants including Microsoft, Zinox Technologies, Cisco, Konga Group, and the European Union Digital SME Alliance. These strategic alliances are structured to provide training, infrastructure, and funding that will establish Imo as Nigeria’s premier technology hub.
The governor’s digital initiatives extend beyond infrastructure to human capital development. The Skill-Up Imo Programme has already trained and empowered 40,000 youths, many of whom are now gainfully employed. This initiative forms part of a broader strategy to create over 300,000 jobs through various digital economy programs.
What sets this initiative apart is its focus on entrepreneurship. As Governor Uzodinma stated during his address at the NCS summit, “We don’t just want to create jobs; we want to create those who will create jobs.” This philosophy underscores his administration’s forward-thinking approach to governance and economic development.
He even added that his administration is rolling out fibre optic infrastructure across all 27 Local Government Areas to bridge the digital divide. Additionally, the soon-to-be-launched “My Imo App” will democratize access to government services, while an automated Land Information System will ensure efficiency and transparency in land administration.
Vision without execution is a hallucination. Fortunately, Governor Uzodinma has assembled a dynamic team to ensure these projects do not remain on paper. Leading the charge is Dr. Chimezie Amadi, the Honourable Commissioner for Digital Economy and E-Government, whose expertise and enthusiasm have been instrumental in fast-tracking these initiatives.
While many Nigerian leaders pay lip service to youth empowerment and tech innovation, Governor Uzodinma is putting Imo on the map as a model for digital governance. If he maintains this momentum, Imo won’t just be the pride of the South-East, it will be Nigeria’s business and technology hub.
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