Marketing, media and technology leaders converged in Lagos for the fifth edition of MarkHack, where discussions centred on how artificial intelligence is reshaping consumer engagement, storytelling and brand strategy across Africa.
The event, themed “The Culture Algorithm: AI × Human Experience,” was held at the Oriental Hotel, Victoria Island, Lagos, and brought together industry executives, innovators and policymakers to examine the evolving relationship between technology and human creativity.
Organised by GDM Group in partnership with Eko Innovation Centre and Brand Communicator, the conference explored how brands can remain culturally relevant while leveraging emerging technologies.
In his opening remarks, Joshua Ajayi described MarkHack as a platform designed to shape the future direction of the industry rather than merely host conversations. This position was echoed by Bolajoko Bayo-Ajayi, who stressed the need for marketing professionals to adapt to rapid technological disruption.
A key highlight of the event was a plenary session led by Osato Evbuomwan on the topic, “Trust That Sells: How AI is Changing What Consumers Believe and Buy.” The session featured contributions from industry leaders including Olayinka Iyinolakan, Nengi Akinola and Segun Ogunleye, who examined how AI-driven tools are influencing consumer trust and purchasing decisions.
The conference also featured a keynote address by Victoria Ajayi, who highlighted concerns about a growing “trust deficit” in the age of artificial intelligence. She argued that while AI can improve efficiency and scale, human judgment, authenticity and ethical responsibility remain critical to sustaining brand credibility.
Another major session focused on the role of AI in African storytelling. Led by Mabel Adeteye, the discussion explored how brands can harness technology to create authentic narratives that resonate with African audiences. Panelists included media entrepreneur Adebola Williams and other marketing professionals who shared strategies for combining innovation with cultural relevance.
Participants also engaged in breakout sessions examining practical applications of AI in campaign planning, audience targeting, consumer insights and brand positioning. Industry experts stressed the importance of adapting technological solutions to local market realities rather than relying solely on global models.
According to organisers, the conference was designed to bridge the gap between technology, creativity and commerce while equipping marketing professionals with tools to navigate a rapidly evolving digital landscape.
As artificial intelligence continues to transform the global communications industry, MarkHack 5.0 reinforced the growing importance of balancing technological innovation with cultural understanding, positioning Africa’s marketing sector to compete effectively in an increasingly AI-driven world.
