MarkHack 5.0 concluded in Lagos with a strong call for businesses, marketers, technologists, and policymakers to rethink the relationship between artificial intelligence, trust, consumer behavior, and cultural relevance in an increasingly algorithm-driven world.
Held at the Oriental Hotel, Victoria Island, Lagos, the conference brought together industry leaders, innovators, founders, creatives, and technology professionals under the theme “The Culture Algorithm: AI × Human Experience.” Across keynote sessions and panel discussions, speakers explored how artificial intelligence is reshaping what people see, believe, buy, and ultimately trust.
One of the most talked-about sessions was delivered by Osato Evbuomwan, Marketing Director of Moët Hennessy Nigeria, who examined the growing influence of AI on consumer decision-making through her presentation titled “Trust That Sells: How AI is Changing What Consumers Believe and Buy.” She challenged attendees to consider whether artificial intelligence could become the most influential salesperson in history, noting that the competitive landscape is shifting from traditional measures such as market share and share of voice to what she described as the emerging battle for “share of recommendation.”
“Who or what decides what we see?” she asked, prompting wider conversations about algorithmic influence, content discovery, and digital trust. Evbuomwan further questioned whether AI systems can ever be truly neutral, highlighting concerns around who trains these models, who audits them, whose interests they serve, and which perspectives may be excluded from the datasets that shape their outputs. According to her, the rise of generative AI has fundamentally altered public perception of digital content. “Seeing is no longer believing,” she noted. “Today, people ask whether what they are seeing is real or AI-generated. When trust becomes uncertain, credibility becomes more important than ever.”
A recurring theme throughout the conference was the growing need for human oversight in AI deployment. Speakers emphasized that while AI can enhance efficiency and decision-making, human judgment remains critical in ensuring accountability, fairness, and context. Evbuomwan outlined three principles brands must embrace to build trust in the age of AI: visibility, verifiability, and value. She encouraged businesses to ensure their presence across digital ecosystems where AI sources information, make claims that can be independently verified, and consistently provide meaningful value to consumers.
During a panel discussion, marketing and technology leaders explored the intersection between AI, consumer trust, and data governance. Olayinka Iyinolakan noted that for AI systems to earn public confidence, they must be trained to understand and communicate in ways that reflect the realities and voices of the people they serve. Panelists also discussed how luxury consumers increasingly purchase products based on meaning, identity, status, and belonging rather than functionality alone. The conversation further highlighted the growing importance of protecting customer data, with speakers cautioning against indiscriminate data collection practices that could undermine trust and long-term brand equity.
Another key discussion focused on the evolution of digital visibility. Speakers argued that businesses can no longer rely solely on traditional Search Engine Optimization (SEO) strategies, pointing instead to the rise of Generative Engine Optimization (GEO), where AI systems increasingly influence the recommendations and information presented to users. Participants noted that as consumers rely more heavily on AI-powered assistants and search experiences, brands must rethink how they structure, validate, and distribute information online.
The conference also explored the future of storytelling in an AI-powered world. One presentation introduced the “4Cs of AI Storytelling” framework: Culture, Context, Connection, and Credibility. Speakers argued that while AI can generate content at scale, authentic storytelling still requires cultural understanding, emotional relevance, human connection, and trustworthiness. These elements, they noted, remain essential for brands seeking to build lasting relationships with audiences.
A separate panel titled “Data to Demand” examined the role of data in driving innovation, economic growth, and market competitiveness. Panelists emphasized that Africa must move beyond being primarily a consumer of global data and technology products to becoming a significant producer of data, research, and digital intelligence. According to participants, the continent’s ability to generate, govern, and leverage its own data will play a crucial role in shaping future AI systems, digital economies, and competitive advantages.
As MarkHack 5.0 drew to a close, one message resonated throughout the event: the future of AI will not be determined solely by technological advancement, but by the ability of businesses, institutions, and societies to build systems grounded in trust, credibility, cultural relevance, and responsible innovation. For many attendees, the conference reinforced that the most important conversation around artificial intelligence is no longer just what the technology can do, but how it should serve people.
