By There are five big transformation steps brands across all the economy can leap on to leapfrog their business in the digital era, according Interswitch Limited, a leading technology-driven company focused on the digitisation of payments in Nigeria.
The Chief Marketing and Communications Officer of the Interswitch Group, Dr Cherry Eromosele who dropped the hint in a keynote presentation at the 2025 Brand and Marketing Conference organized by the Brand Journalist Association of Nigeria (BJAN) with the theme: AI and Future of Marketing Workflow: Disruption or Opportunity revealed that brands could embrace Artificial Intelligence (AI).
According to Eromosele who was represented by the Divisional Head – Brands, Communications, Content & CSR, Mr Tomi Ogunlesi, beginning from campaigns plus on-going conversations, AI plays a leading saying that Al allows brands to maintain consistent, context-aware interactions across platforms 24/7.
She noted that from the creative teams and within the creative ecosystems, AI is visible adding that human creativity is now amplified by generative A-producing thousands of options and helping humans choose the best.
On how brands can leverage on AI from Demographics and Dynamic Personas, she stated that AI makes audiences to become living profiles-through constantly updated based on behaviour, intent, and emotion.
Eromosele noted that from media buying and predictive distribution plays crucial role stressing that Al predicts the best messages, formats, and channels even before campaigns start.
The Interswitch Group Chief revealed that the future belongs to brands that invite their audiences into their stony worlds right from brand monologues and Co-creation communities
Turning the media, she said that there are key imperatives for future-ready journalists noting that these 10 principles shape the future-ready journalist.
She stated that the media must:
Master Al Tools/Literacy
Strengthen Investigative Skills beyond Al’s research, Commit to Radical Transparency in Al-assisted reporting.
Develop Technological Fluency (data, algorithms, automation).
Build Deep Subject-Matter Expertise.
Become Audience-Centric (behaviour, analytics, personalization),
Strengthen Ethical Standards for an Al world.
Develop Multi-Format Skill Set (video, audio, interactive).
Collaborate with Machines, Don’t Compete.
Focus on Trust-Building as a differentiator.
She noted that Al has become an investigative partner not replacing the reporter but extending their reach into places no human can manually search.
