The AI remapping of the marketing industry threatens the jobs of thousands of creatives across Nigeria.
Photo credit: Pius Utomi Ekpei via Getty Images
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Emeka remembers the exact moment he knew things had changed. It was a Tuesday in late 2024, and the Nigerian bank he had worked with for years, one that had previously hired a full crew of 23 people for its annual campaign, sent him a brief. When he asked about the budget, the Head of Marketing and Communications was apologetic.
They had done it already.
