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What does the future of working in advertising look like?

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By Stanislaus Martins, Aleph’s Managing Director for West Africa

If you work in advertising or are considering a career in the field, there’s a good chance you’ve wondered what the industry’s future will look like. And with the advancement of artificial intelligence (AI) and other technologies, that speculation is more relevant than ever.

Stanislaus Martins, Aleph’s Managing Director for West Africa

Will tools like ChatGPT and Microsoft Copilot eventually become so sophisticated that they replace copywriters, designers, and illustrators as some have predicted? And even if they don’t, how will they change the skills required for those positions? Outside of those specific roles what skills will be most useful in the future, particularly as digital and physical world advertising become increasingly integrated?

While it would be foolish to make hard and fast predictions, especially for an industry that moves as fast as advertising does, there are a few emergent trends that give us a good idea of where it’s going. Those already working in the sector, or aiming to do so, would do well to look at these trends and understand how they might impact their career trajectories.

Even in an AI world, authenticity still matters

At the start of 2023, numerous headlines were describing how AI tools could easily replace creatives, especially as they become increasingly sophisticated. As the year has progressed, it’s become clear that the picture’s nowhere near that simple. A research paper released in July, for instance, showed that the quality of answers from ChatGPT was nowhere near perfect, and its creators explicitly highlighted the probability of “AI hallucinations” e.g the generation of incorrect or misleading results.It’s also notable that “authentic” was the US dictionary Merriam-Webster’s word of the year for 2023.

This not only suggests that AI tools may take more time to reach maturity than many thought but also that, even as the technology advances, people still crave authentic experiences. That includes the adverts they’re exposed to daily.

None of this, of course, is to say that AI tools can’t be helpful to creatives. They can be. But making full use of them requires people to build up new skills. You have to know what prompts will give you the output you want, for instance.

Creatives won’t be the only ones who need to develop AI-based skills either. With AI also playing an increasingly important role in things like audience segmentation, ad placement optimisation, and performance analytics, anyone working in those areas will also have to build up their AI skills.

The ongoing integration of physical and digital worlds

A true metaverse, whereby the virtual and physical worlds integrate seamlessly, is still being worked on by tech giants, and the integration of AI will take a huge load off the shoulders of human developers.

There are few areas where that integration is more visible and more relevant than in advertising. Whether it’s a point-of-sale activation that requires people to scan a QR code for a discount or a full-blown augmented reality (AR) campaign, advertising is increasingly at the forefront of showing what’s possible when it comes to the unification of the physical and digital worlds.

That doesn’t only mean in-house marketing teams need to break down the silos between different specialties, it also means that even the out-of-home (OOH) agencies responsible for things like billboards will have to up their digital skills. Digital-first agencies, meanwhile, will have to look at how they can broaden their physical advertising capabilities.

In the face of this kind of unification, those with the skill sets needed to bring these two worlds together will be in high demand. With that in mind, advertising professionals on either side of the divide would do well to grow their physical or digital skills.

Adaptability is everything

What the above two trends show is how important adaptability is in advertising. It’s a fast-moving field where things change all the time. The skills that you have in the industry might not be the ones that keep you growing within it. As such, workers don’t only need to be aware of industry trends but how they might affect them in the future.

Those workers also need to be able to access resources that can help them build up the skills necessary to ride those shifts. It’s something that we’re profoundly aware of at Aleph and is one of the reasons why we launched our Digital Ad Expert platform.

Make no mistake, these shifts won’t be any slower in African markets either. In fact, as the continent continues to experience rapid jumps in connectivity, the continent could leapfrog the rest of the world and set the tone for the future of advertising.

Anyone in the industry or looking to get it into it needs to be ready.


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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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NDPC Slaps Multichoice with ₦766M Fine for Data Privacy Violations

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Nigeria Data Protection Commission (NDPC) has fined MultiChoice Nigeria ₦766,242,500 for breaching the Nigeria Data Protection Act (NDPA).

NDPC Slaps Multichoice with ₦766M Fine for Data Privacy Violations

NDPC is a public institution that processes data in furtherance of its mandate as Nigeria’s data protection authority and relies on recognised lawful bases for data processing, such as consent, legal obligation, and contract.

The fine was contained in a statement signed by Mr Babatunde Bamigboye, head Legal, Enforcement & Regulations, NDPC.

According to him, the investigation, which commenced in the second quarter of 2024, was triggered by suspected breach of privacy rights of Multichoice subscribers and illegal cross-border transfer of personal data of Nigerians.

“The NDPC found, among others, that Multichoice violated the data privacy rights of subscribers and their friends who are not necessarily subscribers.

The Commission also found that Multichoice carries out illegal cross-border transfer of personal data relating to data subjects in Nigeria.

The depth of data processing by Multichoice is patently intrusive, unfair, unnecessary, and disproportionate.

This is a grave affront to fundamental right to privacy as enshrined in Section 37 of the 1999 Constitution of the Federal Republic of Nigeria.

In line with its standard remediation procedure, the Commission directed Multichoice to carry out appropriate remedial measures.

However, the Commission found the measures undertaken by Multichoice in this regard unsatisfactory.

For want of cooperation, the Commission has directed Multichoice to pay ₦766,242,500 for violating the Nigerian Data Protection Act.

“Nigeria is entitled to protect her citizens and data sovereignty under both international and extant municipal laws, as these have far-reaching implication for rule of law, national security, and economic growth.” the statement said.

Babatunde also revealed that, Vincent Olatunji, national Commissioner, NDPC, has directed that all outlets through which Multichoice is collecting personal data of Nigerian citizens should be investigated for non-compliance.

He added that any outlet that processes personal data in violation of the NDP Act is liable to penalty under the Act.

 


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IFC, AfDB Collaborate with EbonyLife Media to Explore Supporting the African Film Industry to Drive Job Creation

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As part of their ongoing efforts to support the growth of Africa’s creative industries and drive job creation in the region, IFC and the African Development Bank have announced a collaboration with EbonyLife Media, Nigeria’s leading media company, to explore the conditions for the creation of a pan-African investment vehicle targeted at the region’s film sector.

The aim is to improve access to financing for productions that promote original African stories around the world. EbonyLife Media has built a reputation for bringing compelling African narratives to global audiences through innovative storytelling.

The company has produced some of the highest-grossing movies in the region and enjoys strategic collaborations with global media companies, including Sony Pictures Television, Westbrook Studios, Starz, Macro Film Studios and Idris Elba’s 22 Summers.

This effort is in line with IFC’s strategy to expand Africa’s creative industries, recognizing the sector’s potential to drive job creation – especially for youth – promote inclusive narratives, and stimulate economic growth across emerging markets.

Despite the growth of film production across the continent over the last few years, Africa’s film sector remains untapped. According to UNESCO, the sector currently supports approximately 5 million jobs and contributes $5 billion to the continent’s GDP.

However, the industry faces significant challenges that inhibit its growth potential, including persistent financing gaps, policy barriers and lack of a robust intellectual property regulatory framework and implementation, which results in up to 50 percent revenue loss to piracy by film producers in the region.

In this context, IFC, AfDB and Ebony Life are exploring ways in which they can crowd in more capital into African film productions and support the expansion of the film industry at scale in the continent, while working with governments to introduce protection of intellectual property and film incentives, essential to strengthen the economics of film production in the continent.

“Africa’s creative economy is a cultural asset and an engine for inclusive growth, youth employment, and global influence. Through this partnership, we aim to unlock new capital for the continent’s storytellers, helping them bring authentic African voices to international platforms while boosting job creation in one of the most dynamic sectors of the future,” said Dahlia Khalifa, Regional Director for Central Africa and Anglophone West Africa at IFC.

Ousmane Fall, The African Development Bank Group’s Director for Private Sector Operations, said: “This collaboration reflects the African Development Bank Group’s growing interest in creative industries as a growth sector supporting entrepreneurship and job creation for young people and women in Africa.

“By joining forces with EbonyLife, Nigeria’s premium media conglomerate, and IFC, a like-minded DFI institution, we are seeking to support the creation of a sustainable investment vehicle for film production in Africa”.

“This has been a long time coming. For nearly two years, I’ve been quietly laying the groundwork—defining and building an ecosystem designed to scale, to unlock opportunity, and to provide the vital capital African filmmakers need to create stories that resonate across borders and generations.

“Today, I am thrilled and deeply proud to welcome the IFC and AfDB on this journey. Together, we will identify ways in which we can catalyze a new era of African storytelling that can thrive on the global stage” said Mo Abudu, CEO, EbonyLife Media.

 


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Prioritising Security: The Bedrock of Stronger Workplace Collaboration in Nigeria

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By Kehinde Ogundare, Country Head, Zoho Nigeria

In Nigeria’s dynamic and often demanding business landscape, robust workplace collaboration is no longer a luxury—it is a necessity for sustainable growth and resilience. As per a study, 86% of employees believe that a lack of collaboration can lead to workplace failures; its significance cannot be overstated. As enterprises in 2025 increasingly adopt digital tools to enhance teamwork, one critical foundation must support this transformation: unwavering security.

Today, the need to prioritise security goes far beyond protecting sensitive data. It is about fostering trust and laying a solid foundation upon which effective, innovative collaboration can thrive—especially in an era marked by ever-evolving cyber threats.

Security: The Hidden Pillar of Effective Collaboration

Collaboration flourishes in an environment grounded in confidence and safety. When employees trust that their tools are secure against the sophisticated cyber threats of 2025, they are more likely to share information freely and engage deeply. A secure environment nurtures the psychological safety required for open and meaningful contribution.

Conversely, environments that lack adequate security measures not only deter open collaboration but also expose businesses to data breaches, operational disruptions, and the erosion of client and stakeholder trust—risks no forward-thinking enterprise can afford.

Therefore, security must be treated as a core strategic priority rather than an afterthought. This involves implementing best practices such as strict data access controls based on the principle of least privilege and comprehensive data protection measures—encryption, vulnerability management, and safeguarding data at rest, in transit, and in use. Such a commitment becomes the foundation for enduring, high-performing collaboration.

Integrated Platforms: Enabling Secure, Seamless Collaboration

Striking the right balance between agile collaboration and stringent security requires a deliberate, policy-driven approach. Nigerian businesses should adopt integrated platforms where security is built into the very core of the solution. These platforms offer a unified environment for communication, project management, and data sharing—underpinned by a comprehensive data security policy that includes clear protocols for data handling, processing, and privacy.

Here, the value of an all-in-one, inherently secure software suite becomes evident. Solutions that are both affordable and designed with embedded security features empower businesses to protect critical data while facilitating efficient teamwork. Features like data classification, minimal storage of sensitive information, and built-in compliance tools ensure that security is always active—shielding organisations from complex modern threats.

Moreover, these platforms streamline communication and task management, reducing meetings considered ineffective. By providing coordination and information flow, they foster stronger collaboration and drive sustainable growth in Nigeria’s competitive market.

Building a Secure Future for Collaboration

The path to truly collaborative workplaces begins with an unshakable commitment to security. It is an investment that yields significant returns in the form of increased efficiency, stronger team cohesion, and increased stakeholder trust.

For business leaders, the mandate is clear: make security an integral, non-negotiable element of your collaboration strategy. Doing so not only protects your present operations from an increasingly hostile cyber landscape but also establishes a resilient foundation for future innovation and growth.

The future of work in Nigeria is undoubtedly collaborative. Its long-term, however, will be determined by how securely that collaboration is built and maintained.


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