AI Is Changing Advertising: Fidelity Bank Urges Agencies to Evolve or Risk Becoming Obsolete

Artificial intelligence is rewriting the future of advertising, but industry leaders insist one thing remains irreplaceable—human creativity. As AI rapidly transforms marketing and consumer behaviour, experts are warning agencies that those who fail to adapt risk being left behind.

The advertising industry is entering one of its biggest transformations in history as artificial intelligence, automation and changing consumer habits redefine how brands communicate. Industry leaders have now issued a clear warning: agencies that fail to evolve may struggle to survive, while those that blend AI with human creativity will shape the next era of advertising.

Advertising professionals have been urged to embrace artificial intelligence, strengthen creative thinking and adapt to changing consumer behaviour to remain competitive. Speaking at the Association of Advertising Agencies of Nigeria (AAAN) conference, Fidelity Bank’s Meksley Nwagboh said agencies that successfully combine technology with human creativity will lead the future of advertising.

Advertising professionals have been urged to continuously upgrade their skills, rethink their business models and embrace innovation as artificial intelligence (AI), changing consumer behaviour and emerging technologies reshape the global advertising industry.

Speaking at the Annual General Meeting of the Association of Advertising Agencies of Nigeria (AAAN) in Lagos, the Divisional Head of Brand and Communications at Fidelity Bank Plc, Meksley Nwagboh, described the industry’s ongoing transformation as an opportunity for agencies to redefine how they create value, serve clients and build stronger connections between brands and consumers.

Delivering a presentation titled “AdVolution: The End of Advertising as We Know It and How to Win What Comes Next,” Nwagboh said the advertising landscape has entered a new era where traditional methods and long-established assumptions are no longer sufficient.

According to him, the growing influence of data analytics, automation, artificial intelligence and rapidly changing audience expectations requires agencies to adopt more agile, strategic and technology-driven approaches.

“The end of advertising as we once knew it should not be seen as a crisis,” Nwagboh said. “Rather, it is a call for agencies and professionals to evolve, build stronger organisations, develop smarter campaigns and create more responsible communication systems.”

He stressed that true evolution extends beyond adopting new technologies. Instead, agencies must deepen their understanding of people, culture and markets while strengthening the strategic and creative capabilities needed to deploy technology effectively.

Nwagboh also warned against allowing artificial intelligence to diminish originality or replace critical thinking.

According to him, the agencies most likely to thrive in the coming years will not necessarily be those with the largest collection of AI tools. Rather, success will belong to organisations that combine strong strategic thinking, cultural intelligence and sound human judgement with responsible technology adoption.

He encouraged advertising professionals to leverage AI for repetitive and routine tasks while preserving the originality, imagination and human insight that define memorable and impactful campaigns.
“Technology should enhance creativity, not replace it,” he emphasised.

Speaking further, Nwagboh highlighted the increasing importance of data in modern advertising. He said future-ready agencies must learn to transform raw data into valuable insights, convert those insights into effective strategies, develop compelling stories and ultimately deliver measurable business results.

He added that while technology will continue to evolve, creativity, trust and relevance will remain the foundation of lasting relationships between brands and their audiences.

Similarly, AAAN President Lanre Adisa urged agencies to embrace change rather than fear it. He described failure to adapt as a greater threat than change itself and called for sustained investment in talent development, innovation and a deeper understanding of how emerging technologies can complement human creativity.

Also speaking, the Chief Executive Officer of Big Cabal Media, Tomiwa Aladekomo, acknowledged that artificial intelligence is transforming the advertising industry.

However, he maintained that technology cannot replace intuition, cultural understanding and original thinking, which remain essential ingredients for successful creative work.

Chairman of the conference and member of the AAAN Board of Trustees, Kelechi Nwosu, challenged agencies to look beyond executing campaigns for clients and begin developing intellectual property capable of generating long-term commercial value.

He described imagination as one of the industry’s greatest competitive assets and encouraged practitioners to channel it into creating innovative products, platforms and business opportunities.

Representing the Governor of Lagos State, Commissioner for Information and Strategy, Gbenga Omotoso, described the conference theme as timely. While acknowledging the growing influence of technology across business and society, he noted that creativity remains a uniquely human strength that technology cannot replicate.

Throughout the conference, speakers delivered a unified message: evolution is no longer optional. Agencies that intentionally invest in people, embrace responsible technology, rethink traditional business models and remain responsive to changing consumer expectations will be better positioned to lead the next generation of advertising.

As artificial intelligence continues to reshape the industry, experts agreed that the future of advertising will belong to professionals who successfully combine innovation with the enduring power of human creativity, strategic thinking and cultural relevance.