The Federal Government has said responsible governance that protects consumers must accompany digital innovation while encouraging enterprise, as stakeholders examined the impact of Artificial Intelligence on creativity, content development and consumer engagement at the Advertising Industry Colloquium in Lagos on Thursday.

The Minister of Information and National Orientation, Mohammed Idris, made the call in a speech delivered on his behalf by the Director-General/Chief Executive Officer of the Voice of Nigeria, Jibrin Ndace, at the fourth edition of the Advertising Industry Colloquium organised by the Advertising Regulatory Council of Nigeria.

The event, held at D’Podium Event Centre, Ikeja, had as its theme, ‘The Future of Advertising: The Role of Platforms, People and Regulation’.

The minister said rapid advances in Artificial Intelligence, digital platforms, big data and immersive technologies had transformed how brands communicate, consumers engage with content and societies receive information.

He said while digital technologies had created vast opportunities, they had also raised concerns about misinformation, harmful content, privacy, data protection and market fairness.

“Government believes that digital innovation must be accompanied by responsible governance that protects consumers while encouraging enterprise,” Idris said.

The minister disclosed that the Federal Government was implementing reforms to build a competitive digital economy capable of creating jobs, attracting investments and positioning Nigeria as Africa’s innovation hub.

He remarked that Nigeria now has over 170 million active telecommunications subscriptions; investments in broadband infrastructure and the ongoing national fibre-optic expansion programme will improve connectivity, reduce internet costs and create opportunities for digital advertising, e-commerce and innovation-driven businesses.

He described advertising as a key contributor to economic growth, saying it stimulates consumer demand, creates jobs, encourages innovation and promotes healthy competition.

On the role of artificial intelligence, the minister said technology would not replace human creativity, ethics and strategic thinking.

“Artificial intelligence may generate content, but authentic storytelling, cultural understanding, emotional intelligence and professional judgment remain uniquely human,” Idris said.

He also stressed the importance of regulation, saying it should support rather than hinder industry growth.

“Effective regulation is not an obstacle to growth; it is the foundation for sustainable development. A predictable, transparent and forward-looking regulatory framework builds investor confidence, protects consumers and promotes fair competition,” Idris said.

The minister urged stakeholders to develop ethical frameworks for artificial intelligence as it reshapes the creative economy, saying, “Government will continue to support policies that foster innovation while safeguarding intellectual property rights and ensuring that technological advancement benefits both creators and consumers.”

Earlier, the Director-General of the Advertising Regulatory Council of Nigeria, Dr Olalekan Fadolapo, said the advertising industry required collaboration among regulators, practitioners, academia and other stakeholders to navigate rapid technological changes.

“As technology reshapes communication and digital platforms continue to influence consumer engagement, the need for responsible innovation, professional excellence, and effective regulation has never been more critical,” Fadolapo said.

The ARCON boss added that collaboration would help build “an advertising ecosystem that is resilient, globally competitive, and responsive to the changing needs of society.”

Also speaking, the President of the Experiential Marketers Association of Nigeria, Tolulope Medebem, said artificial intelligence was transforming creativity, content development and consumer engagement.

“We are living through one of the most significant periods of transformation in the history of marketing communications. Technology is evolving at an unprecedented pace. Digital platforms continue to redefine how brands communicate. Artificial intelligence is reshaping creativity, content development and consumer engagement. Consumers are more informed, more connected and more discerning than ever before,” Medebem said.

She, however, maintained that despite technological advances, people remained at the heart of advertising: “Technology will continue to advance. Regulation will continue to adapt. But ultimately, our work succeeds only when it connects with people, earns their trust and creates experiences that are authentic, memorable and meaningful.”

A highlight of the colloquium was a debate among higher institutions, with Kwara State University emerging as the winner. The University of Ilorin came second, while Rivers State University finished third. Kaduna State University and Lagos State University placed fourth and fifth, respectively.