DistantNews
Support us
🇳🇬 Nigeria /Culture & Society

AI can’t replace humans in brand building – Obaje

From The Punch · () English

Summarized and contextualized by DistantNews.

At a glance

Interview Named sources Context piece
  • Majolie Obaje, Jiji Africa's Head of Marketing and PR, believes AI cannot replace human intuition and storytelling in brand building.
  • She emphasizes the importance of understanding consumer behavior and using empathy in marketing strategies.
  • Obaje was recently honored with the 'CMO Innovation & Future Impact Award' at MarkHack 5.0.

Majolie Obaje, the Head of Marketing and Public Relations at Jiji Africa, asserts that artificial intelligence cannot supplant the essential human elements of brand building. Her perspective stems from a deep fascination with consumer psychology and the power of narrative.

"I have always been intrigued by the 'why' behind consumer choices, why people trust certain brands, what triggers loyalty, and how a well-crafted narrative can bridge the gap between a business solution and an everyday human need," Obaje explained. She recalled a pivotal moment early in her career when her ability to articulate a marketing strategy for a beverage brand, informed by observing her mother's loyalty, solidified her path in marketing.

I have always been intrigued by the “why” behind consumer choices, why people trust certain brands, what triggers loyalty, and how a well-crafted narrative can bridge the gap between a business solution and an everyday human need.

— Majolie ObajeExplaining her initial fascination with marketing and storytelling.

Obaje's career journey has been shaped by significant milestones, including her transition to the e-commerce and classifieds sector with Jiji Africa. This move required her to scale her thinking across diverse African markets, recognizing that consumer motivations differ significantly between cities like Lagos and Nairobi. A more recent defining moment was receiving the 'CMO Innovation & Future Impact Award' at MarkHack 5.0, which she views as validation for her team's resilience and her strategic focus on solving real economic problems for consumers.

Guiding her success are core principles of intellectual curiosity and radical empathy. Obaje stresses the need to remain adaptable in the rapidly evolving digital landscape. "The digital ecosystem is fast evolving, and the moment you think you know it all, you become obsolete," she stated. Her commitment to understanding and empathizing with the consumer remains central to designing effective marketing campaigns that drive business growth and foster lasting brand connections.

The digital ecosystem is fast evolving, and the moment you think you know it all, you become obsolete.

— Majolie ObajeHighlighting the importance of continuous learning in the marketing field.
DistantNews Editorial

Originally published by The Punch. Summarized and contextualized by our editorial team with added local perspective. Read our editorial standards.

More Stories

From Our Blog