Media entrepreneur Yinka Obebe has declared artificial intelligence as the transformative technology that could allow African creatives to leapfrog 60-70% of Western capabilities in the creative industry.
Speaking at NECLive 2025, Obebe, who pioneered hybrid culture spaces with Pop Central, argued that AI represents Africa’s most significant competitive advantage. “AI is the one single thing that gives Nigeria and everybody around this part of the world a completely different advantage at playing,” he stated.
Obebe explained that AI serves as a knowledge repository that dramatically reduces the gap between African and Western creative industries. “If there’s anything going on in Hollywood with AI, we’re closing in like 70% or even 75%,” he said, noting that AI can analyze data and simulate scenarios in minutes that would take humans months.
However, he cautioned against uncritical adoption, mentioning concerns about “deepfakes” and the “uncanny valley” phenomenon where near-human AI creations trigger negative responses. He emphasised that proper understanding and deployment of AI tools remain crucial.
Beyond AI, Obebe addressed the need for balanced media ecosystem development. He criticised Africa’s tendency to prematurely abandon traditional platforms for digital ones, noting that Facebook still generates millions of views despite claims that “nobody is on Facebook anymore.”
He called for strategic understanding of how different media platforms—traditional TV, radio, and digital—serve distinct purposes across Nigeria’s diverse geography, from Lagos to remote areas in Ekiti, Ondo, and Zamfara states, where digital penetration appears limited.
