Why you should not miss 2026 Brand Journalists Conference: Understanding the future of advertising in the age of AI

Artificial Intelligence is rapidly changing the way brands communicate, advertising campaigns are developed, consumers are reached and marketing decisions are made. From content creation and audience research to campaign planning and customer engagement, AI is redefining the traditional boundaries of the advertising and marketing communications industry.
As businesses and advertising professionals navigate this changing landscape, one critical question continues to demand attention: What happens to the traditional creative agency model in an era where artificial intelligence can perform tasks that once required specialised human expertise?
This is the central question the 2026 Brand Journalists Conference, organised by the Brand Journalists Association of Nigeria (BJAN), seeks to address.
Scheduled for Friday, November 6, 2026, in Lagos, the conference will bring together advertising practitioners, brand managers, marketing professionals, corporate executives, communication experts, academics, technology stakeholders and students to examine the growing influence of AI on Nigeria’s advertising industry.
With the theme, “Advertising in Nigeria & AI: Who Needs Creative Agency?”, this year’s conference promises conversations that go beyond the excitement surrounding artificial intelligence to examine its implications for creativity, business sustainability, professional development and the future of advertising practice.
But beyond being another industry gathering, there are compelling reasons why professionals, businesses and aspiring communication practitioners should make attending the conference a priority.
1. Understand How AI Is Reshaping the Advertising Industry
One of the biggest reasons to attend the conference is the opportunity to understand how artificial intelligence is changing the advertising ecosystem.
AI-powered technologies are increasingly influencing how agencies develop creative concepts, analyse consumer behaviour, generate advertising content, plan campaigns and measure performance.
For advertising agencies, this development presents both opportunities and challenges. While AI offers possibilities for improved efficiency, faster execution and better audience insights, it also raises questions about the relevance of traditional agency structures and service offerings.
The conference will provide an opportunity to examine these changes, understand emerging industry realities and consider how advertising businesses can remain relevant in an increasingly technology-driven marketplace.
For agency executives, creative professionals and marketing decision-makers, these are conversations that cannot be ignored.
2. Discover What the Future Holds for Creative Agencies
The question, “Who Needs Creative Agency?” is particularly relevant at a time when businesses have access to AI tools capable of generating advertising concepts, writing content and supporting campaign development.
Does this mean creative agencies are becoming less relevant? Or does it mean their roles must evolve to accommodate new technologies?
These are important questions for advertising practitioners and business owners.
The conference will provide a platform to examine the changing relationship between technology and human creativity, including the capabilities that agencies must develop to remain competitive.
More importantly, participants will gain perspectives on why strategic thinking, cultural understanding, original ideas, human insight and professional judgement remain important in delivering effective brand communication.
For creative agencies looking to reposition their businesses, the discussions could offer valuable perspectives on the direction of the industry.
3. Learn From Experienced Industry Leaders and Technology Experts
A major attraction of the 2026 conference is the calibre of professionals expected to contribute to the discussions.
Among the speakers are Dr. Olalekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria (ARCON); Lolu Akinwunmi, Group Chief Executive Officer of Prima Garnet; and Bethel Obioma, Head of Corporate Communications at Sahara Group.
Their different professional backgrounds will bring perspectives on advertising regulation, agency management, brand communication and the business implications of technological innovation.
The conference will also feature a panel session moderated by Tolulope Medebem, EXMAN prexident and Chief Executive Officer of Aster Marketing
Other panellists include Angela Ukara-Makinde, Chief Engagement Strategist at EXP Marketing Nigeria; Adeola Amosun, Group Media Manager at Tolaram Group; Dr. Seyi Akindeinde, Founder of Hyperspace Technologies; George Isitu-Okukwe, Chief Executive Officer of TBWA\Concept; and Dr. Oludare Ogunyemi, lecturer at Olabisi Onabanjo University.
For participants, this represents an opportunity to hear from professionals who understand the practical realities of advertising, technology, brand management and corporate communication.
4. Understand the Regulatory Implications of AI in Advertising
As AI becomes more integrated into advertising production and distribution, questions surrounding regulation, intellectual property, data privacy, originality and professional accountability are becoming increasingly important.
How should advertising professionals navigate the use of AI-generated content? What responsibilities should agencies and advertisers maintain when using automated creative tools? How can innovation be encouraged without compromising professional and ethical standards?
These questions have implications for advertisers, agencies, brands, regulators and media organisations.
With ARCON’s Director-General, Dr. Olalekan Fadolapo, among the speakers, the conference offers an important platform for gaining regulatory perspectives on the changing advertising environment.
For organisations seeking to adopt AI responsibly, understanding the regulatory dimension is just as important as appreciating its commercial benefits.
5. Gain Insights Into the Skills the Next Generation of Professionals Needs
The increasing adoption of AI is also changing the skills required to succeed in advertising, marketing and corporate communications.
Traditional communication knowledge remains relevant, but professionals must increasingly understand technology, data, digital platforms and emerging approaches to consumer engagement.
This makes the conference particularly important for students and young professionals preparing for careers in the marketing communications industry.
By participating in discussions involving industry practitioners and academics, students can gain a better understanding of the expectations of employers and the competencies required in the evolving workplace.
The participation of over 100 students from Lagos State University (LASU), Olabisi Onabanjo University and the Nigerian Institute of Journalism (NIJ) further underscores the conference’s commitment to connecting classroom learning with industry realities.
For these students, the gathering provides an opportunity to understand the direction of the industry before making important career decisions.
6. Build Valuable Professional Relationships
Beyond the presentations and panel discussions, the conference provides an opportunity to connect with professionals across different segments of the integrated marketing communications industry.
Advertising practitioners, brand managers, journalists, corporate communication executives, technology experts, academics and entrepreneurs will have an opportunity to exchange ideas and establish relationships.
In an industry where collaboration often determines the success of campaigns and business initiatives, such professional connections can be valuable.
For young professionals, it offers an opportunity to interact with experienced practitioners, gain industry perspectives and expand their professional networks.
For business leaders, it provides an environment to identify potential collaborators and explore new areas of partnership.
7. Be Part of Conversations That Will Shape the Industry
Perhaps the most important reason to attend the 2026 Brand Journalists Conference is the opportunity to contribute to conversations about the future of Nigeria’s advertising industry.
AI is no longer simply a technological development to be observed from a distance. Its influence is already being felt across creative production, marketing operations, consumer engagement and business strategy.
The industry must therefore confront difficult questions about the future of agencies, the value of human creativity, professional standards and the business models that will sustain advertising practice.
The conference offers an opportunity for stakeholders to examine these issues collectively, share experiences and consider practical ways of responding to the changes taking place.
For an industry that must constantly adapt to changing consumer behaviour, technology and market realities, such conversations are essential.
An Industry Gathering Worth Attending
The 2026 Brand Journalists Conference is more than an opportunity to listen to presentations. It is an opportunity to understand an industry in transition, engage with experienced professionals, examine emerging business realities and prepare for the future of advertising.
Whether you are an advertising agency executive, brand manager, marketing professional, corporate communication practitioner, journalist, technology enthusiast, entrepreneur or student, the issues scheduled for discussion have implications for your professional and business future.
As artificial intelligence continues to redefine how brands communicate and how agencies deliver value, remaining informed and prepared will become increasingly important.
The question is no longer whether AI will influence advertising. The more important question is how professionals and businesses will respond to the opportunities and challenges it presents.
Make November 6 a date to be part of the conversation.
2026 Brand Journalists Conference
Theme: Advertising in Nigeria & AI: Who Needs Creative Agency?
Date: Friday, November 6, 2026
Venue: Luxury Event Centre, 2, M.K.O. Abiola Drive, Alausa, Ikeja, Lagos.
Organised by the Brand Journalists Association of Nigeria (BJAN).