UNILAG Students Shine at ADVAN Awards, Make Case for Human Insight in AI-Driven Marketing

By Tosin Akpobi, Akemini Udoh, Success Essien, and Iman Aiyeola

In an era where Artificial Intelligence (AI) is rapidly reshaping industries, two students from the University of Lagos (UNILAG) have emerged with a message that cuts through the noise: technology may be powerful, but human connection still leads.

At the 2026 Advertisers’ Association of Nigeria (ADVAN) awards, Eniola Anita and Esther Nkama distinguished themselves among competitors, clinched first and third place respectively.

In an interview with UNILAG Sun, both students spoke about their preparation process, submission and perspectives on the role of AI in marketing.

Eniola Anita, who clinched first, described her win as unexpected and said she sees it as an opportunity for positioning and visibility in her career.

“I am hoping that the win can help with my career aspirations, particularly in terms of positioning and visibility,” she said.

According to her, her entry focused on what she described as the “artificial dilemma in marketing,” where she examined aspects of the Nigerian marketing space that she believes AI cannot replicate.

Referencing Andrew Moemeka’s Communication and Development for Action, she explained that development initiatives require cultural relevance, local roots, and accessibility.

Eniola noted that she applied this idea to marketing, adding that cultural nuances and emotional connection play a role in how messages are received.

“Creativity is not the problem with AI,” she said.

“Connections is what will differentiate AI from the human being.”

According to her, she used examples such as a mother’s emotional connection through cooking to illustrate cultural context, adding that she also referenced brand campaigns, including Indomie’s use of animation for children and emotional storytelling targeted at mothers, as well as Terra’s “Unwrap Your Smile” 2024 campaign, which involved community nominations.

Speaking on the process of the competition, Eniola said she initially had a limited view of AI, associating it mainly with animation, but later expanded her understanding through research.

“I struggled with it because when I first got the question, I was categorising AI as animation,” she said.

I had to calm down and remind myself that AI is more than animation.

“Another struggle I had was choosing the right brand, even though the ideas were there.”

She advised students to take opportunities seriously, prepare adequately, and submit their work on time.

“Just Do It’ is one of the best phrases you can use in life,” she said.

“No matter what is happening, just do it.

“Winning is not just recognition; it is about effort and mindset, and life is more than recognition.”

Esther Nkama, who clinched third place, said her approach to the competition involved being intentional about both her message and how she presented it.

She noted that she carried out research on how AI is currently used in marketing, including content generation.

“I was very intentional because I knew the difference was not just in what I said, but how I said it,” she said.

“I took time to think about AI and also did research on how it is used in marketing so I could understand its strengths and not speak from assumption.”

Nkama noted that her findings showed limitations in AI’s ability to interpret context, culture, and emotion.

She then focused on the Nigerian market, using her perspective as a consumer to analyse how audiences respond to campaigns.

“I knew that was where my answers could stand out because I am also a consumer in the Nigerian market,” she said.

“So I looked at campaigns, conversations, and moments people engaged with, as well as ads, and how people reacted to them, including my own reactions.”

She referenced Airtel’s “Live Limitless” campaign featuring Faruq Oreagba during the “Ojude Oba” festival, noting the public reaction to the campaign.

Esther identified cultural resonance, emotional insight, and strategic execution as key elements in marketing.

Nkama acknowledged that AI can assist with tasks, such as trend analysis and drafting, noting that human input is still required in interpreting and directing campaigns.

“We still need human beings to be at the forefront, controlling and directing,” she said.

She also noted that her ideas were shaped through observing campaigns and discussing them with others.

Together, the achievements of Eniola Anita and Esther Nkama highlight a critical conversation within modern marketing.

As AI continues to evolve, their work serves as a reminder that technology, no matter how advanced, still relies on human insight to truly connect.