Experts Emphasise Early Adoption of AI, Digital Skills for Media Industry Relevance

Funmi Ogundare

Some media experts have urged students to adopt a purpose-driven use of social media and artificial intelligence early to successfully navigate the rapidly evolving digital content landscape.
According to them, starting early could shape future success in the communications industry and encourage students to cultivate digital skills, embrace innovation, and uphold ethical standards in their professional practice, helping them remain relevant in the evolving media landscape.
They stated this recently, at a seminar organised by the Babcock University Mass Communication Students Association, as part of activities marking its departmental week. The theme, ‘Media Conglomeration in the Digital Age and Its Impact on Mass Communication Specialisations’, featured presentations from professionals across print, broadcasting, public relations, and advertising.
Media strategist and product development expert Dorcas Taiwo stressed the need for students to seize opportunities while still in school, noting that the best time to start building their craft is now. She urged participants to embrace technology while maintaining originality.
“Stop auditioning for someday. You are standing at a pivotal point of history. Start before you are ready, own something that has your name,” she said, adding that AI should be used as a tool rather than a replacement for creativity.
The founder and CEO of Redrick Public Relations Limited, Ijeoma Balogun, emphasised how starting early could shape future success in the communication industry. She cited her personal experience in building a strategic communications agency as evidence of the benefits of early preparation and consistency.
Academic and publishing expert Timothy Oguneyo noted that although print media may no longer dominate trends, it still offers opportunities for growth, recognition, and profitability.
He addressed issues of copyright, media ownership, and content distribution, encouraging students to identify their niche and work toward their professional aspirations while in school.
“Keep a weekly cadence, sign your work so readers know whose voice it is, so you can pave the way for the future of building media brands as entrepreneurs,” he stated
Nigerian storyteller, comedian, TV host, and content creator Edgar Eriakha also shared insights from his broadcasting experience, stressing the importance of creativity and adaptability in an increasingly competitive media environment.
The speakers collectively examined how media conglomeration has reshaped content production, distribution, and audience engagement in the digital era. They also emphasised opportunities presented by wider reach and technological advancements.