MediaFuse-Dentsu Nigeria announces AI-driven marketing solutions, aiming to reshape the future of marketing communications in the digital era

[dropcap]M[/dropcap]ediaFuse-Dentsu Nigeria has unveiled its groundbreaking initiative to lead the future of marketing communications with artificial intelligence (AI)-driven integrated growth solutions.

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The announcement was made during the agency’s recent three-day 2025 Management Strategy Conference in Lagos, under the theme “Driving Through a Sustainable Data & Technology Strategy.”

The conference, which brought together industry leaders and experts, reinforced MediaFuse-Dentsu’s commitment to data-driven innovation as it positions itself at the forefront of digital transformation in marketing.

The Group Chief Executive Officer of MediaFuse-Dentsu Nigeria, Emeka Okeke, highlighted the critical need for businesses to adapt to the evolving digital landscape, warning that those who fail to embrace AI and data science will fall behind.

“Marketing communications is shifting from traditional methods to AI, data science, and platform-driven solutions. Those who fail to embrace this change risk falling behind,” Okeke stated during the conference.

A significant focus of the event was on the transformative role of AI, machine learning, and hyper-personalisation in modern marketing. Dr. Bayo Adekanmbi, CEO of Data Science Nigeria, delivered a keynote on how AI can optimise marketing decisions, stressing the need for sustainable data and technology strategies.

Russell Irechukwu, managing partner at OR & C Consultants, also shared insights into regulatory changes and how evolving tax laws could impact Nigerian businesses.

On the second day of the conference, Kayode Oladapo, Head of Business at Godrej, shared a client’s perspective on data and technology, urging marketing agencies to align with modern client expectations.

This marked a key moment in understanding how the client-agency dynamic is evolving in the AI-driven marketing world.

As part of MediaFuse-Dentsu’s strategic pivot, Okeke revealed the agency’s investment in hyper-personalisation technologies to redefine audience engagement.

“We are shifting from broad data capture to AI-powered consumer engagement. Our new AI tool, set for market launch, will redefine audience targeting,” Okeke announced.

Additionally, Paul Stemmet, Director of Data Science at Dentsu Data SSA, emphasised that AI will be the most significant industry disruptor in the coming years.

“Every agency must integrate AI into its strategy. Generative AI will revolutionise content, targeting, and engagement,” Stemmet asserted.

MediaFuse-Dentsu also revealed plans to introduce Merkury, Gen CX, and an upgraded CCS platform—technologies designed to offer deeper audience insights and enhance real-time competitive analysis.

The CEO of Dentsu Africa, Dawn Rowlands, underscored the rapid pace of digital transformation expected in Nigeria in the next three years and urged businesses to fast-track AI adoption.

“Post-COVID, we have seen unprecedented change. Now, the focus must be on data investment and understanding consumer behaviour,” Rowlands stated.

She also announced plans to launch Merkury in Nigeria, following its success in South Africa, which will allow brands to target real people with precision.

“Expect MediaFuse-Dentsu to challenge conventional strategies and push for transformative change in Nigeria’s marketing landscape,” Rowlands concluded, signalling the agency’s commitment to driving impactful business outcomes through AI-powered marketing solutions.