Anieno Adeyemi: AI (Artificial Intelligence) in Africa’s Marketing Revolution
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Anieno Adeyemi is a seasoned marketing professional with over a decade of experience in the field.
She holds a Master’s degree in Artificial Intelligence, combining her extensive knowledge of AI with her marketing expertise to create innovative solutions.
Anieno is currently the Director of Training AI at Wild Fusion Digital Centre (WDC), where she leads initiatives to empower individuals with AI skills.
Given your background in both digital marketing and AI, what are your thoughts on the current state of AI adoption in Nigeria’s marketing landscape? Are there any specific areas where you see AI having a significant impact?
Artificial Intelligence adoption in Nigeria’s marketing landscape is gradually evolving but faces challenges like infrastructure, unskilled manpower and know-how, which slows down the adoption rate. Despite these obstacles, Artificial Intelligence can significantly lead to optimized marketing spend, strategic customer communication which in turn drives growth and enhances global competitiveness.
The IMF (International Monetary Fund), recently expressed concerns that developing countries, including Nigeria, lack the necessary digital infrastructure for AI deployment. What’s your take on this?
These are valid concerns, poor infrastructure such as poor connectivity and a shortage of skilled professionals are critical barriers to AI adoption.
A knowledgeable workforce with a good understanding of technology especially Artificial Intelligence in Marketing will unlock significant upside for the local economy.
This is why a digital marketing agency like Wild Fusion Digital Centre launched an Artificial Intelligence Training program for advanced digital marketers. Addressing these infrastructural deficits can pave the way for successful AI deployment in Nigeria.
What are some of the challenges Nigerian businesses face when it comes to implementing AI for marketing purposes? How can these challenges be overcome?
One of the most recurring challenges I have seen is limited knowledge and the second is resistance to change.
With limited human infrastructure, Nigerian businesses will have no choice but to import foreign services to address its Artificial Intelligence needs.
One way to handle this is through an intentional professional development effort by every professional.
This is the reason Wild Fusion Digital Centre is focused on building local capacity in Digital Marketing, Artificial Intelligence, Cybersecurity and Data Analytics.
With the growing interest in AI marketing, what advice would you give to Nigerian marketing professionals who want to stay ahead of the curve? Are there any specific skills or knowledge they should focus on acquiring?
I would advise developing an interest in understanding customer journey mapping along with marketing analytics to gain insights into customer behavior, campaign performance, and market trends.
I will also encourage them to take on courses in Artificial Intelligence like our bespoke course.
Looking towards the future, what exciting possibilities do you see for AI in Africa’s marketing and business sectors in general?
The exciting possibilities I see include enhanced customer personalization, data-driven strategy recommendations, and innovative, scalable products and services.
What role do you think collaboration between African countries can play in accelerating the development and adoption of AI on the continent?
Due to the potential risks that stems from Machine Learning and Artificial Intelligence, it is very important for African countries to close ranks, perhaps under 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 about the digital divide in Africa. How can we ensure that the benefits of AI are accessible to businesses of all sizes across the continent?
Developing a comprehensive approach and framework to drive economic growth, foster innovation, and create a more inclusive digital economy could be highly beneficial.
The Nigerian government has a crucial role to play in fostering a thriving AI ecosystem. In your view, what specific actions can the government take to support the development and adoption of AI for marketing and other sectors in Nigeria?
The Nigerian government has a crucial role in fostering a thriving Artificial Intelligence ecosystem.
I would like to use this opportunity to appreciate the hard work of the Honourable Minister of Communication, Innovation and Technology – Dr Bosun Tijani for the strategic steps taken to build an enduring ecosystem.
By taking specific actions such as promoting data-sharing initiatives for businesses and researchers, funding R&D projects, supporting the establishment of innovation hubs and incubators, and encouraging industry collaboration, the government can significantly advance AI development and adoption.
Let’s talk about your role as the Director of Artificial Intelligence at Wild Fusion Digital Centre, a digital marketing training center in Lagos. Can you elaborate on how your role aligns with the Centre’s mission to equip professionals and non-professionals with in-demand skills such as Digital Marketing, AI, Cybersecurity, Data Analytics, and Product Design?
My role as the Director of Training for Artificial Intelligence at Wild Fusion Digital Centre is pivotal in aligning with the Centre’s mission to equip professionals and non-professionals with the in-demand skills needed to thrive in the digital economy.
This includes curriculum development & implementation, support for non-professionals, training and mentorship.
There are some who fear that AI might replace marketing professionals altogether. Do you share this concern? How do you see AI evolving alongside human marketers in the future?
While some fear that AI might replace marketing professionals altogether, I do not share this concern. Instead, I believe AI will complement and enhance the roles of marketing professionals rather than replace them. I urge marketing professionals to be intentional in their professional development or reach out to us or our professional advisor on this topic.
Coming back to your personal life, your journey seems fascinating – a decade in digital marketing followed by a specialization in AI. What sparked your interest in pursuing an M.Sc. in Artificial Intelligence?
Some years ago, I worked with an FMCG company as the Regional Digital Marketing Manager for Sub-Saharan Africa.
I frequently dealt with vast amounts of consumer data but couldn’t maximize its potential as I had wanted.
After much research, I saw the potential of Artificial Intelligence in analyzing and interpreting this data to gain deeper insights into customer behavior, optimize campaigns, and improve decision-making.
This realization motivated me to deepen my understanding of Data, Machine Learning and Artificial Intelligence.
What advice would you give to young people who might be interested in following a similar career path that combines marketing and AI?
Combining marketing and AI offers exciting opportunities for innovation and career growth.
By building a strong foundation, continuously learning, gaining practical experience, focusing on ethical and consumer-centric practices, and seeking mentorship, young people can successfully navigate and thrive in this dynamic field.
I would like to use this opportunity to appreciate the hard work of the Honourable Minister of Communication, Innovation and Technology – Dr Bosun Tijani for the strategic steps taken to build an enduring ecosystem.
By taking specific actions such as promoting data-sharing initiatives for businesses and researchers, funding R&D projects, supporting the establishment of innovation hubs and incubators, and encouraging industry collaboration, the government can significantly advance AI development and adoption.
Let’s talk about your role as the Director of Artificial Intelligence at Wild Fusion Digital Centre, a digital marketing training center in Lagos. Can you elaborate on how your role aligns with the Centre’s mission to equip professionals and non-professionals with in-demand skills such as Digital Marketing, AI, Cybersecurity, Data Analytics, and Product Design?
My role as the Director of Training for Artificial Intelligence at Wild Fusion Digital Centre is pivotal in aligning with the Centre’s mission to equip professionals and non-professionals with the in-demand skills needed to thrive in the digital economy.
This includes curriculum development & implementation, support for non-professionals, training and mentorship.
There are some who fear that AI might replace marketing professionals altogether. Do you share this concern? How do you see AI evolving alongside human marketers in the future?
While some fear that AI might replace marketing professionals altogether, I do not share this concern. Instead, I believe AI will complement and enhance the roles of marketing professionals rather than replace them. I urge marketing professionals to be intentional in their professional development or reach out to us or our professional advisor on this topic.
Coming back to your personal life, your journey seems fascinating – a decade in digital marketing followed by a specialization in AI. What sparked your interest in pursuing an M.Sc. in Artificial Intelligence?
Some years ago, I worked with an FMCG company as the Regional Digital Marketing Manager for Sub-Saharan Africa.
I frequently dealt with vast amounts of consumer data but couldn’t maximize its potential as I had wanted.
After much research, I saw the potential of Artificial Intelligence in analyzing and interpreting this data to gain deeper insights into customer behavior, optimize campaigns, and improve decision-making.
This realization motivated me to deepen my understanding of Data, Machine Learning and Artificial Intelligence.
What advice would you give to young people who might be interested in following a similar career path that combines marketing and AI?
Combining marketing and AI offers exciting opportunities for innovation and career growth.
By building a strong foundation, continuously learning, gaining practical experience, focusing on ethical and consumer-centric practices, and seeking mentorship, young people can successfully navigate and thrive in this dynamic field.
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