MarkHack 5.0 Explores AI, Culture and Human Experience as Drivers of Marketing Innovation in Africa

MarkHack 5.0 Explores AI, Culture and Human Experience as Drivers of Marketing Innovation in Africa

LAGOS, Nigeria — MarkHack 5.0 has reinforced its position as one of Africa’s leading platforms for marketing, media and technology innovation, bringing together top industry leaders, innovators, policymakers and brand executives to examine the evolving relationship between artificial intelligence and human experience in modern marketing.

Held at the Oriental Hotel, Victoria Island, Lagos, on June 5, 2026, the event was organised by GDM Group in partnership with Brand Communicator and Eko Innovation Centre. This year's conference, themed “The Culture Algorithm: AI × Human Experience,” explored how brands can remain culturally relevant and consumer-focused in an increasingly AI-driven world.

In his opening remarks, Founder of Brand Communicator, Joshua Ajayi, described MarkHack as more than a conference, noting that it serves as a strategic platform for shaping the future of marketing and innovation across Africa. This position was echoed by Dr. Bolajoko Bayo-Ajayi, President and Chairman of Council of the Nigerian Institute of Marketing of Nigeria (NIMN), who stressed the need for marketing professionals to adapt to the realities of rapid technological transformation.

One of the conference's major highlights was the first plenary session titled “Trust That Sells: How AI is Changing What Consumers Believe and Buy.” The session was led by Osato Evbuomwan, Marketing Director at Moët Hennessy Nigeria, and featured a panel comprising Olayinka Iyinolakan, Founder of Indigenius AI; Nengi Akinola, Head of Marketing at BetKing; and Segun Ogunleye, Head of Marketing at Diageo. Moderated by Tolulope Madebem, President of the Experiential Marketers Association of Nigeria (EXMAN), the discussion examined how AI-powered strategies are influencing consumer trust, engagement and purchasing behaviour.

A defining moment of the event came during the keynote address delivered by Victoria Ajayi, Group Managing Director and Chief Executive Officer of TVC Communications. Addressing what she described as a growing “trust deficit” in the AI era, Ajayi emphasized that while artificial intelligence can significantly enhance efficiency and scale, long-term brand value remains dependent on human judgment, authenticity and ethical leadership.

The second plenary session shifted attention to storytelling and cultural relevance. Under the theme “Brand Storytelling in Africa: The Role of AI in Building Authentic Consumer Narratives,” the session was introduced by Mabel Adeteye, Head of Brands and Marketing Communications at Wema Bank.

Moderated by Joanna Mustapha of News Central TV, the panel featured renowned communications and marketing professionals including Adebola Williams, Winston Ailemoh, Oduwaye Ayotomiwa and Isaac Akani. Discussions focused on how brands can leverage AI technologies to create compelling narratives that remain authentic to African cultures and consumer realities.

Beyond the plenary sessions, participants engaged in practical discussions through specialized breakout sessions designed to bridge strategy with execution.

One of the sessions, “From Data to Demand: Making AI Work in Real African Markets,” featured Chioma Otisi-Igwe of FrieslandCampina WAMCO Nigeria Plc, Godson Nkeokelonye of Excite Panacea Limited, Simpa Yekini of Tingtel, Temi Kolawole of Ilorin Innovation Hub and Chibuike Goodnews of Dochase AdX. Moderated by Scott Eneje of Digital Evolutions Ltd, the session explored practical applications of AI in consumer intelligence, market segmentation, campaign optimization and business efficiency.

Running concurrently was another session titled “Local by Design: Rethinking African Consumer Insight for Modern Brands.” The panel featured Fiyin Toyo, Marketing Director for Central, East and West Africa at Beiersdorf; Dr. Abiodun Ajiborode, Chief Executive Officer of Brand Management Academy and BLIM; David Mogaji, Chief Executive Officer of Candleweb AI; Tope Sule, Brand Manager at Indomie; and Martha Kayode, Head of Marketing at PZ Cussons. Moderated by Mobolaji Junaid, Chief Executive Officer of WhyFinite, the session examined how brands can use local consumer insights to build stronger connections with African audiences and develop culturally relevant campaigns.

Throughout the conference, speakers emphasized the importance of balancing technological innovation with cultural intelligence, ensuring that AI-driven solutions remain rooted in human experience and local realities.

Industry stakeholders noted that MarkHack 5.0 distinguished itself through its focus on practical implementation rather than theoretical discussions, equipping participants with actionable strategies for integrating artificial intelligence into marketing, brand management and customer engagement.

As artificial intelligence continues to transform global business and communication landscapes, MarkHack 5.0 has further established itself as a key platform shaping conversations around the future of marketing, innovation and digital transformation across Africa. The conference concluded with a renewed commitment among stakeholders to harness AI responsibly while preserving the authenticity, creativity and human connections that define successful brands.