Anieno Adeyemi is a seasoned marketing executive with more than ten years of experience. She has a Master’s degree in Artificial Intelligence, and she uses her significant AI understanding and marketing expertise to develop new solutions. Anieno is currently the Director of Training AI at Wild Fusion Digital Centre (WDC), where she spearheads programmes to equip people with AI skills.
Given your background in digital marketing and AI, how do you see the present state of AI adoption in Nigeria’s marketing landscape? Do you see any specific areas where AI will have a large impact?
Adoption of artificial intelligence in Nigeria’s marketing landscape is rapidly expanding, however constraints such as infrastructure, unskilled workforce, and know-how are slowing the adoption rate.
Despite these challenges, Artificial Intelligence may greatly improve marketing spend and strategic consumer communication, resulting in growth and increased global competitiveness.
The International Monetary Fund (IMF) recently raised worry that developing countries, including Nigeria, lack the internet infrastructure required for AI adoption:What’s your thoughts on this?
These are genuine worries; insufficient infrastructure, such as bad connectivity, and a scarcity of skilled people are major impediments to AI implementation. A competent workforce with a strong understanding of technology, particularly Artificial Intelligence in Marketing, will generate considerable benefits for the local economy.
This is why Wild Fusion Digital Centre, a digital marketing business, has introduced an Artificial Intelligence Training programme for experienced digital marketers. Addressing these infrastructure gaps can pave the path for a successful AI deployment in Nigeria.
What are some of the problems that Nigerian firms experience when utilising artificial intelligence for marketing purposes? How may these obstacles be overcome?
One of the most common issues I’ve encountered is a lack of understanding, followed by a refusal to change. With limited human resources, Nigerian businesses will have no alternative but to purchase overseas services to meet their Artificial Intelligence requirements.
One solution is for all professionals to make a concerted effort to improve themselves professionally. This is why Wild Fusion Digital Centre is focusing on developing local expertise in Digital Marketing, Artificial Intelligence, Cybersecurity, and Data Analytics. Given the increased interest in AI marketing.
What advise would you provide to Nigerian marketing professionals looking to stay ahead of the curve? Are there any particular talents or information they should concentrate on acquiring?
I would recommend taking an interest in customer journey mapping and marketing analytics to acquire insights into customer behaviour, campaign performance, and market trends. I will also encourage students to take artificial intelligence courses, such as our tailored course.
Looking ahead, what exciting prospects do you see for AI in Africa’s marketing and commercial sectors in general?
I see tremendous prospects for greater consumer personalisation, data-driven strategic recommendations, and creative, scalable goods and services.
What role do you believe collaboration among African countries can play in driving the development and use of AI across the continent?
Due to the potential risks associated with Machine Learning and Artificial Intelligence, it is critical for African countries to band together, possibly through the African Union, to draft a continental policy blueprint that defines and provides the necessary environment for Artificial Intelligence adoption and ethical development within Africa.
There are concerns regarding Africa’s digital divide, how can we ensure that the benefits of AI reach businesses of all sizes across the continent?
Creating a holistic methodology and structure to promote economic growth, support innovation, and build a more equitable digital economy might be extremely useful.
The Nigerian government plays a critical role in building a robust AI environment, in your opinion, what concrete initiatives should the government take to encourage the development and implementation of AI in Nigeria’s marketing and other sectors?
The Nigerian government plays an important role in developing a robust Artificial Intelligence ecosystem. I’d want to take this opportunity to thank the Honourable Minister of Communication, Innovation, and Technology, Dr. Bosun Tijani, for his strategic efforts to create an enduring ecosystem.
The government may greatly accelerate AI development and adoption by taking specific actions such as promoting data-sharing efforts for businesses and researchers, sponsoring R&D projects, supporting the formation of innovation hubs and incubators, and fostering industrial collaboration.
Let’s discuss your work as Director of Artificial Intelligence at Wild Fusion Digital Centre, a digital marketing training facility in Lagos. Can you explain how your work fits into the Centre’s purpose of providing professionals and non-professionals with in-demand skills such as Digital Marketing, AI, Cybersecurity, Data Analytics, and Product Design?
My work as Director of Training for Artificial Intelligence at Wild Fusion Digital Centre is critical in achieving the Centre’s purpose of providing professionals and non-professionals with the in-demand skills required to flourish in the digital economy.
This involves curriculum development and execution, assistance for non-professionals, training, and mentoring.
Some fear that artificial intelligence will completely replace marketing people, do you share this concern?How do you envision AI working with human marketers in the future?
While some fear that AI will completely replace marketing experts, I do not share this concern. Instead, I believe that AI will supplement and improve the jobs of marketing professionals rather than replace them. I encourage marketing professionals to be intentional about their professional growth or to contact us or our professional advisor on this topic.
Returning to your personal life, your career is fascinating: a decade in digital marketing, followed by a specialisation in AI. What motivated you to pursue an M.Sc. in Artificial Intelligence?
A few years ago, I was the Regional Digital Marketing Manager for Sub-Saharan Africa at an FMCG company. I routinely worked with large amounts of consumer data but was unable to fully realise its potential.
After conducting extensive study, I recognised the potential of Artificial Intelligence in analysing and interpreting this data to obtain deeper insights into customer behaviour, optimise advertising, and improve decision-making. This realisation prompted me to expand my knowledge of data, machine learning, and artificial intelligence.
What advise would you provide to young persons interested in pursuing a similar career path that mixes marketing and AI?
Combining marketing with AI creates new potential for innovation and career advancement. Young people can successfully navigate and prosper in this dynamic sector by establishing a solid foundation, constantly learning, acquiring practical experience, focusing on ethical and consumer-centric practices, and seeking mentorship.
