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AI is Changing the Rules of Digital Marketing, Here’s How to Take Advantage of it

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By Alistair Errington, Snapchat Partner Director, Ad Dynamo by Aleph

After years of promising advances, the past year has been a breakthrough for bringing artificial intelligence (AI) into the mainstream. Even in creative industries, which many once thought AI would never infiltrate, is starting to have a tangible impact. Nowhere is that more true than in digital marketing.

Alistair Errington,

Always at the forefront of adopting new technologies, professionals in the digital marketing space have embraced a variety of AI tools. Those tools are used for everything from generating creative collateral for campaigns to ensuring that they’re as personalised as possible and, ultimately, to analyse campaign performance.

What’s really great about the current AI explosion, is that it’s made tools that were once the preserve of technical specialists available to ordinary people. So, even if you don’t know the ins and outs of AI, you can use it to boost your digital marketing capabilities. Here’s how.

Know what’s out there

Before fully committing to the use of AI tools, it’s important for businesses to understand what AI tools are out there and how they can be used.

Tools such Midjourney, DALL-E, and Stable Diffusion can, for instance, be used to develop visual concepts for a specific campaign. While the resultant images are increasingly impressive, they’re best used as references that you take to an agency or in-house designer. Doing so can save you significant amounts of time when it comes to campaign conceptualisation.

Other tools, such as current flavour of the month ChatGPT, can be used for a variety of purposes. You might, for instance, get it to generate some suggested taglines based on a few simple inputs or to help draft a customer email. Some companies are even integrating it into their broader customer service offerings, using it for everything from responses to reviews and customer queries to sentiment analysis.

It’s also worth noting that many of the same big platforms that businesses should concentrate their digital marketing spend on are also actively investing in AI tools. Meta, for instance, is experimenting with AI-powered chatbots on Messenger and WhatsApp. While it’s initially rolling out the product to consumers, it will likely start offering it as a customer service option to businesses in the near future. Spotify, meanwhile, has been a pioneer in the AI space for some time and will likely also roll out some features from its latest advances in its advertising offerings. And for its part, Snapchat says that its My AI offering can “answer a burning trivia question, offer advice on the perfect gift for your BFF’s birthday, help plan a hiking trip for a long weekend, or suggest what to make for dinner.”

Run with the right partners

Of course, most business owners’ areas lie in something other than AI and marketing. And as user-friendly as AI tools have become, navigating them can still feel overwhelming to many. Here having the right partners, particularly when it comes to things like digital media buying, can be incredibly helpful.

A good advertising partner will be able to help you navigate what’s possible when it comes to using AI on all of the most popular platforms. Moreover, they’ll be able to help you navigate the regulatory frameworks surrounding AI in your own market as well as international ones. And if they’re really good, they’ll also be conducting their own AI research to find innovative ways of using AI in digital advertising.

Don’t be afraid, but act sensibly

Ultimately, the message to businesses should be not to be afraid of AI. Utilised properly and in partnership with the right people, it can make their digital marketing efforts faster, more personalised, effective, and capable of driving both reach and returns. But they should also act sensibly (much as you would when using GPS in an area you’re not familiar with). The very last thing they should do, on the other hand, is adopt a wait-and-see approach, because that’s a sure-fire way to get left behind.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Nigeria’s Joeboy Headlines Easter Edition of African Voices

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Afro-pop star Joeboy takes centre stage this week as he features on the Easter edition of African Voices, the Globacom-sponsored magazine programme on CNN.

In this episode, the Nigeria-born singer sits down with show anchor, Larry Madowo, in Lagos, where he shares the story of his journey from a young university student with big dreams to becoming one of Afrobeats’ most recognised voices.

Long before global attention, Joeboy, born Joseph Akinwale Akinfenwa-Donus, started out experimenting with music and sharing covers online. His 2017 cover of Ed Sheeran’s “Shape of You” marked a turning point, helping him transition fully into singing and setting the stage for what was to come.

That moment soon opened new doors, including a connection with Mr. Eazi, who brought him into the emPawa Africa talent programme. This provided support and exposure for his music to reach a wider audience, laying the foundation for his professional career. The alliance also birth “Fààjí,” which featured Mr. Eazi in 2018, after which he was signed to Warner Music Africa.

Under this partnership, Joeboy released his hit single “Baby” in 2019, followed by “Beginning,” which has 23 million views on YouTube. He also released  “Love & Light” the same year and featured Mayorkun in the tracks “Don’t Call Me” and “All for You”

Since then, the 29-year-old has gone on to release two albums, Somewhere Between Beauty & Magic in February 2021 and Body & Soul in 2023, while earning recognition across the continent, including awards for his contributions to African pop music. He won Best Artist in African Pop at the 2019 All Africa Music Awards and Best Pop at the 2020 Soundcity MVP Awards Festival.

The programme will air on Saturday at 7.30 a.m., with several repeat broadcasts scheduled across the weekend and into the following week. 11 a.m. on Saturday; on Sunday at 3.30 a.m. and 6 p.m. This continues on Monday at 3 a.m. and 5.45 p.m, and on Tuesday at 5.45 p.m. The schedule will be repeated next week until 3 a.m. on Monday.

 


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Appeal Court Upholds Ban on NBC’s Power to Fine Broadcast Stations

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The Court of Appeal sitting in Abuja has dismissed an appeal filed by the National Broadcasting Commission (NBC), seeking to overturn a Federal High Court judgement that restrained it from imposing fines on radio and television stations across the country.

Appeal Court Upholds Ban on NBC's Power to Fine Broadcast Stations

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Delivering the lead judgement, Justice Oyebiola Oyewumi, on behalf of a three-member panel, upheld the earlier ruling and set aside the fines imposed by the NBC on 45 broadcast stations on March 1, 2019, for alleged breaches of the Nigeria Broadcasting Code.

The panel was presided over by Justice Abba Mohammed, with Justice Donatus Okorowo as the third member.

According to a statement issued by Idowu Adewale, Communications Officer of Media Rights Agenda (MRA),  the unanimous decision of the Court of Appeal stemmed from a suit filed by the non-governmental organisation in November 2021, challenging the NBC’s powers to impose fines on broadcasters.

The Federal High Court, in its judgement delivered on May 10, 2023, by Justice James Omotosho, ruled in favour of MRA after the NBC failed to defend the suit.

The court held that fines are sanctions imposed on persons found guilty of criminal offences and, under Nigerian law, only courts of law have the authority to impose such penalties.

Setting aside the fines of ₦500,000 each imposed on the affected stations, Justice Omotosho stated that the NBC “is neither a court nor a judicial tribunal to make pronouncements on the guilt of broadcast stations, notwithstanding what the NBC Code says.”

He added that the Commission’s actions violated the Constitution.

Dissatisfied with the ruling, the NBC filed a motion in July 2023, urging the same court to set aside the judgement on the grounds that it lacked jurisdiction and had reached its decision without considering relevant facts.

However, in November 2023, Justice Omotosho dismissed the application, describing it as futile and an afterthought, noting that available evidence showed the Commission had been duly served but failed to appear in court to defend the case.

The NBC subsequently approached the Court of Appeal in July 2024, seeking to overturn the judgement.
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At the hearing on February 4, 2026, Mr Victor Ogude (SAN), leading Mr Kehinde Wilkey for the NBC, adopted his brief of argument and made additional submissions.

Counsel to MRA, Ezenwa Anumnu, also adopted his brief and responded accordingly.

In its ruling, the appellate court agreed with MRA’s position that the NBC, having failed to contest the suit at the Federal High Court, could not raise fresh challenges at the appellate level.

Justice Oyewumi held that the appeal lacked merit and accordingly dismissed it.

With this decision, MRA has secured victory in the first of two appeals involving the NBC over separate Federal High Court judgements barring the Commission from imposing fines on broadcast stations.

The second appeal, filed by the NBC against a similar judgement delivered on January 17, 2024 by Justice Rita Ofili-Ajumogobia of the Federal High Court, Abuja, is still pending. The Court of Appeal heard arguments in that matter on March 25, 2026 and has reserved judgement.

In that case, the NBC is challenging a ruling arising from a suit filed by MRA after the Commission imposed fines of ₦5 million each on a television station and three pay-TV platforms in 2022 for allegedly undermining national security through the broadcast of documentaries on banditry in Nigeria.


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NFVCB Boss Urges Stronger Distribution Channels @ Coal City Film Festival 2026

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Dr.Shaibu Husseini, the Executive Director/Chief Executive Officer of the National Film and Video Censors Board (NFVCB), has called for stronger distribution frameworks within Nigeria’s film industry to ensure that locally produced content achieves global visibility.

He urged film festivals across the country to evolve beyond networking platforms into active marketplaces where filmmakers could secure distribution deals. He stressed that festivals must attract distributors, exhibitors, streaming platforms, and marketers to create tangible opportunities for filmmakers.

Husseini made this call while delivering the keynote address at the opening ceremony of the 2026 edition of the Coal City Film Festival held in Enugu.

“Film festivals must become gateways to distribution where filmmakers leave not just with applause, but with real opportunities,” he said.

Husseini expressed personal delight at hosting the event in Enugu, his birth state, noting the city’s rich cultural heritage and longstanding contribution to Nigeria’s creative landscape.

He commended the festival organisers, particularly the Festival Director, Uche Agbo, for their resilience and commitment in sustaining the

initiative. According to him, the Coal City Film Festival has grown into a significant cultural platform and a must-attend cinematic event in South East Nigeria.

Speaking on the festival’s theme, “Local Stories, Global Screens,” Husseini emphasised the importance of authenticity in storytelling. He noted that films rooted in local realities, languages, and cultural truth often resonate more strongly with global audiences.

He cited notable Nigerian productions such as King of Boys by Kemi Adetiba, The Wedding Party by Mo Abudu, Anikulapo by Kunle Afolayan,

“Black Book” by Editi Effiong, and “Lionheart” by Genevieve Nnaji as examples of culturally grounded stories that have gained international recognition on platforms such as Netflix and at global film festivals.

While acknowledging the growth in film production across Nigeria, the NFVCB boss identified distribution as a major bottleneck in the industry. He observed that many high-quality films struggle to reach audiences both locally and internationally due to limited distribution channels.

Reaffirming the Board’s commitment to industry development, Husseini stated that the NFVCB has continued to reposition itself as a partner in progress by engaging stakeholders, improving classification processes, and promoting a balance between creative freedom and social responsibility.

However, he raised concerns over increasing non-compliance with regulatory requirements, noting that some filmmakers bypass the Board by releasing unclassified films or operating without proper licensing.

He said all films and video works must be submitted to the NFVCB for classification and registration before being released on any platform, including digital platforms such as YouTube.

“This is a legal obligation, and the Board will not hesitate to take decisive action against defaulters,” he warned, adding that regulation is essential for protecting the industry, audiences, and national values.

Looking ahead, Husseini assured stakeholders of the Board’s continued collaboration with filmmakers and festival organisers to build a structured, sustainable, and globally competitive Nigerian film industry.

He concluded by commending the organisers of the Coal City Film Festival for their vision and contribution to Nigeria’s cultural economy, urging filmmakers to continue telling authentic stories that can resonate across global screens.

 


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