MarkHack 5.0 Explores AI, Culture at the Center of Marketing and Innovation in Nigeria

MarkHack 5.0 Explores AI, Culture at the Center of Marketing and Innovation in Nigeria

MarkHack 5.0 delivered a defining moment for Africa’s marketing, media, and technology ecosystem, convening an elite cross-section of industry leaders, innovators, and policymakers at the Oriental Hotel, Victoria Island, Lagos, on Friday, June 5, 2026.

Organised by GDM Group in partnership with Eko Innovation Centre and Brand Communicator, this year’s edition, anchored on the theme “The Culture Algorithm: AI × Human Experience”, moved beyond conversation to establish a new strategic lens for how brands must operate in an AI-shaped world.

From the outset, the conference signaled both depth and intent. In his opening remarks, Joshua Ajayi, Founder of Brand Communicator, set a decisive tone for the day, positioning MarkHack as a platform not just for dialogue, but for industry direction-setting. This was reinforced by a goodwill address from Dr. Bolajoko Bayo-Ajayi, President and Chairman of Council, NIMN, who underscored the urgency of marketing leadership evolving in response to technological disruption.

The first plenary session featured Osato Evbuomwan, Marketing Director at Moët Hennessy Nigeria, on the theme “Trust That Sells: How AI is Changing What Consumers Believe and Buy.” The plenary panel included Olayinka Iyinolakan (Founder, Indigenius AI), Nengi Akinola (Head of Marketing, BetKing), and Segun Ogunleye (Head of Marketing, Diageo), moderated by Tolulope Madebem (President, EXMAN). Together, they explored how AI-driven strategies are influencing consumer trust and decision-making, offering participants practical insights for culturally relevant marketing campaigns.

A standout moment came with the keynote address by Victoria Ajayi, Group MD/CEO of TVC Communications, who delivered a compelling perspective on the growing “trust deficit” in the age of AI. Her address reinforced a central theme of the conference: that while AI scales reach and efficiency, it is human judgment, authenticity, and ethical responsibility that sustain brand equity.

The second plenary deepened the conversation, focusing on the intersection of AI and African storytelling. Led by Mabel Adeteye, Head of Brands & Marketing Communications at Wema Bank, set the stage for the session “Brand Storytelling in Africa: The Role of AI in Building Authentic Consumer Narratives.” Moderated by Joanna Mustapha of News Central TV, the plenary brought together Adebola Williams, Winston Ailemoh, Oduwaye Ayotomiwa, and Isaac Akani to explore practical strategies for leveraging AI to create authentic, culturally resonant narratives, providing participants with actionable insights to build stronger connections between brands and African consumers.

Beyond the main stage, the breakout sessions translated strategy into execution through parallel tracks that allowed participants to engage deeply with applied AI in marketing. One track, “From Data to Demand: Making AI Work in Real African Markets,” featured lead discussants Chioma Otisi-Igwe (FrieslandCampina WAMCO Nigeria PLC), Godson Nkeokelonye (Excite Panacea Limited), Simpa Yekini (Tingtel), Temi Kolawole (Ilorin Innovation Hub), and Chibuike Goodnews (Dochase AdX), moderated by Scott Eneje (Digital Evolutions Ltd). This session highlighted practical applications of AI for market-specific campaign planning, consumer insights, and operational efficiency.

Running concurrently, the session “Local by Design: Rethinking African Consumer Insight for Modern Brands” featured lead discussants Fiyin Toyo (Marketing Director, Central, East & West Africa, Beiersdorf), Dr. Abiodun Ajiborode (CEO, Brand Management Academy and BLIM), David Mogaji (CEO, Candleweb AI), Tope Sule (Brand Manager, Indomie), and Martha Kayode (Head of Marketing, PZ Cussons), moderated by Mobolaji Junaid (CEO, WhyFinite). This track focused on leveraging local insights to design marketing campaigns that resonate with African consumers, emphasizing culturally informed strategies and practical approaches to modern brand-building. These sessions reflected a strong emphasis on applicability, not abstraction. Participants left with concrete approaches to integrating AI into campaign planning, audience targeting, and brand positioning in ways that are both effective and contextually relevant.

Collectively, MarkHack 5.0 distinguished itself not just by the quality of its speakers, but by the calibre of its conversations. It successfully bridged the often fragmented worlds of technology, creativity, and commerce, creating a cohesive platform where ideas translated into strategic direction.

As AI continues to reshape the global marketing landscape, MarkHack 5.0 has firmly positioned itself as the continent’s leading convening for forward-thinking practitioners, setting the agenda for how Africa’s brands will compete, connect, and create value in the years ahead.