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By Adewale Banjo
Industry experts, communication scholars and public relations practitioners have said technology cannot replace human creativity.
The experts stated this during the 2024 edition of BRANDCOMFEST, theme: “Tech-Driven Marketing Communications: Bridging Minds and Machines.”
The experts said while technology has revolutionised communication and collaboration, human creativity and insight are fundamental components that machines cannot replicate.
“Human creativity allows us to approach problems in novel ways. While tech can generate solutions based on patterns and data, it lacks the intuitive leaps that humans can make when faced with ambiguity or unusual circumstances.
“Moreso, humans can adapt to new circumstances and innovate on the fly. Even as technology evolves, the ability to pivot, re-evaluate, and create new pathways is a distinctly human trait. Creative insights often arise at the intersection of different fields. Humans are adept at synthesising diverse ideas, experiences, and knowledge, leading to breakthrough innovations,” they said.
The experts opined that tech is designed to replace manual work effectively and quickly, it cannot override the need for human inputs in the workspace.
In his presentation, Convener of BRANDCOMFEST
and Publisher of Brand Communicator, Joshua Ajayi, said this year’s BRANDCOMFEST, gathered great minds, thought leaders, and stakeholders in all the sub-sectors of the marketing and communications industry in Nigeria to explore the intersection of technology and marketing, where creativity meets innovation, where minds and machines can converge.
Ajayi said the marketing communications industry is at the cusp of a revolution that is redefining marketing communications in the country.
He said: “Over the past few years, we have seen how technology has significantly reshaped the marketing landscape in Nigeria. What was once a traditional, one-way communication system is now a vibrant, data-driven, and highly interactive ecosystem. Brands are no longer just speaking to their consumers.
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—they are having real-time conversations with them, and this shift is powered by the technologies we now have at our fingertips.
“For marketers in Nigeria, this digital transformation offers incredible opportunities. Our markets are now very dynamic, and deeply connected. Social media, data analytics, and automation have given us the tools to understand our consumers like never before, allowing us to deliver personalised experiences that resonate on a deeper level.
“While technology offers us incredible tools, we cannot forget that marketing is ultimately about people. It is about telling stories that touch lives and build relationships.
“Technology can enhance the way we do this, but it is still our human creativity that brings those stories to life.”
The event featured a keynote speech delivered by Bayo Adekanmbi, the founder and chief executive officer of Data Science Nigeria and a thought leader in data science and analytics.
He expertly illuminated how technology is changing the game for marketers and the critical role data plays in crafting effective marketing communications.
The key highlight of the event was the CMOs Conclave tagged: “From the CMO’s Lens: Periscoping the New Realities of Marketing.” The session brought together some of the top chief marketing officers in the industry to discuss how they are navigating the new realities of today’s economy.
Biodun Shobanjo, one of the legends of marketing communications in Nigeria, who was recognised and celebrated, said though the technology will aid human efforts in all endeavours, especially in the public relations practice, data collection, it is impossible for it to replace human intelligence, instinct, interactivity and creativity.
He said there is no way technology will have superiority over human abilities, since computers can remain exactly the same way in hundred years without human inputs.
While technology can enhance and support creativity, the unique human capacity for creativity, emotional depth, and insight remains invaluable. Embracing both human abilities and technological advancements can lead to richer, more innovative outcomes.
