ARCON Boss Urges Practitioners to Address Ethical Implications of AI

The Director General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Lekan Fadolapo, has emphasized the need for practitioners in Nigeria's integrated marketing communication space to address the ethical implications of Artificial Intelligence (AI). Speaking at the Brand Journalists Association of Nigeria (BJAN) Conference in Lagos, Fadolapo highlighted the importance of guiding against misinformation, intellectual property originality, transparency, and preservation of public trust in the use of AI.

Fadolapo noted that AI has caused disruption in the sector, but described it as not new to the industry. He recalled a time when software was a threat to copyright, but the industry survived those periods. According to him, AI is not a challenge, but rather a need for the industry to manage and adapt to its operations. The ARCON boss emphasized that while the agency believes in embracing AI, there are certain aspects such as originality, craftsmanship, and some elements of creativity that cannot be replaced by AI.

The ARCON boss raised concerns about the use of AI in the marketing communication space, particularly with regards to image and voice usage. He questioned who takes responsibility when an individual's image or voice is used on AI without their knowledge or consent. Fadolapo called for a regulatory framework that would prevent AI from being put on auto-run, noting that the IMC industry will thrive rather than being threatened by AI.

Fadolapo announced that ARCON, in conjunction with the Ministry of Information and National Orientation, would continue to strengthen the regulatory framework and promote innovation and responsible adoption of emerging technologies in the creative industry. He charged brand journalists on the need to be committed to accuracy, professionalism, credible storytelling, and responsible brand communication as the boundaries between advertising, journalism, technology, and public relations continue to evolve.

The ARCON boss emphasized the importance of responsible AI adoption in the marketing communication space. He noted that while AI has the potential to revolutionize the industry, it also poses significant risks if not properly regulated. Fadolapo urged practitioners to be mindful of these risks and to prioritize ethical considerations in their use of AI.

Fadolapo's call for attention to AI's ethical implications comes as the technology continues to gain traction in Nigeria's marketing communication space. The use of AI in advertising, journalism, and public relations is becoming increasingly prevalent, and Fadolapo's remarks highlight the need for responsible AI adoption in the industry.

The Brand Journalists Association of Nigeria (BJAN) Conference, where Fadolapo made the remarks, is an annual event that brings together brand journalists and practitioners in the marketing communication space to discuss industry trends and best practices. The conference provides a platform for stakeholders to engage with emerging issues in the industry, including the use of AI and its implications for the marketing communication space.

Key points

• ARCON Director General Dr. Lekan Fadolapo calls for attention to AI's ethical implications in Nigeria's marketing communication space.