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63% of Marketers leveraging AI use generative while 54% use predictive AI is marketers’ top priority – and biggest headache

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Marketers are prioritising AI implementation over all other initiatives this year, according to new Salesforce research in the ninth State of Marketing report.

With customer standards for personalisation continuing to rise year after year and marketing technologies constantly evolving, marketers need to act fast to keep up. Many see AI as a hack to do just that: a go-to for sharper personalization and efficiency, and now, creativity at scale with generative AI. Yet data challenges — from unification, integration, and security — are slowing marketing teams down.

With insights from over 4,800 marketers across 29 countries, the State of Marketing report highlights how top-performing marketers are outdoing their competition by embracing AI and other new opportunities while mitigating these data, trust, and security challenges.

Marketers pursue more tailored engagement amid rising customer expectations

Increasingly, marketers aim for more customised experiences based on detailed data like individual behaviours, preferences, interactions, or other specific indicators. And they are looking to AI to deliver more insights, predictions, automated workflows, and content. As a result, marketers consider having a data and AI strategy of utmost importance. On average, today’s marketers are able to fully personalise across five channels, with high-performers tailoring six channels and underperformers managing to fully personalise across only three.

Channels where content is easy to test and iterate on the fly, like mobile messaging, email marketing, and social media, see the most advanced personalization efforts. On the other hand, channels demanding more production time and planning like audio, organic search, and TV/OTT have the most work to do with 43%, 42%, and 41% seeing full personalization, respectively.

Marketers rev up AI adoption, but underperformers stall out in the evaluation stage

Marketers are pulled in many directions, and are focused on improving AI adoption. However, they’re struggling to actually implement AI and create cohesive journeys, among other difficulties.

Ironically, AI could be one tool to help teams overcome such challenges. Salesforce Chief Marketing Officer Ariel Kelman highlights how companies are entering “a new era of AI, catalysed by the generative gold rush,” and that the technology is being embraced by marketing organisations. As he sees it, “marketers are leading the charge by embracing rapid advancements in the technology to better connect with customers and prospects.”

Marketers are eager to implement AI into their own work streams: 75% are either experimenting with or have fully implemented AI in their operations. A closer look reveals that the embrace of the technology varies by performance level.

The majority of high- and moderate-performing teams are already rigorously testing, tweaking, and incorporating AI into their operations. Still, more than one-third of underperformers have yet to graduate from the consideration phase. In fact, high-performing marketing teams are 2.5x more likely than underperformers to have fully integrated AI into their operations. Until underperformers pivot from passive planning to hands-on action, AI’s advantages will continue to elude them.

Marketers embrace AI to predict, create, and integrate at scale

Sixty-three percent of marketers leveraging AI say they use generative while just over half (54%) are using predictive. And despite its relative novelty, generative AI use cases already rank among marketers’ favourites alongside predictive applications. As a result, teams are harnessing both types of AI for critical use cases like automating customer interactions and generating content — activities that will augment creativity and accelerate productivity.

Despite AI enthusiasm, concerns about trusted data remain

Compared to their peers in other departments, marketers are especially concerned about falling behind on generative AI adoption. Eighty-eight percent of marketers worry about missing out on generative AI’s benefits, compared to 78% of sales and 73% of service colleagues.

Even so, senior marketers remain cautious, citing concerns such as data and job security. Compared to their peers further up the corporate ladder, on-the-ground team leads are particularly wary about job stability. One in four team leads are worried AI will replace their job, compared to one in five executives. For their part, CMOs are most concerned with data leaks, with 41% citing data exposure as their top concern compared to 29% of VPs and 32% of team leads.

While data leaks are marketers’ number one generative AI concern, not having enough of the right data falls at number two. To capture enough valuable information, marketers are primarily leveraging customer service data and transaction data, showing an effort to partner with colleagues across sales and commerce departments to accomplish this. However, unification of that and other data — such as unstructured data from emails, NFTs, and more — remains a challenge.

In fact, only 31% of marketers are fully satisfied with their ability to unify customer data sources. What’s more, only approximately half of marketers say their systems automatically and regularly update with data from other departments.

Without fully integrated data, marketers’ ability to derive sharp insights is blunted, leaving core activities like analysing performance, suppressing audiences, and building campaigns powered by out-of-date or incomplete information. It even jeopardises marketers’ top priority: effectively leveraging AI.

A closer look at the survey results shows that fully integrated data is more common among high-performing marketing teams, suggesting that investing in unification can give marketers an edge. As Kelman explains, “a strong data foundation will be critical to AI success for marketers as they work to bring together and unify customer data for real-time activation.”


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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ATCON Seeks Stiffer Penalities to Deter Infrastructure Attacks, Vandalism

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Association of Telecommunications Companies of Nigeria (ATCON) has warned that weak penalties under Nigeria’s Critical National Information Infrastructure (CNII) policy are undermining efforts to protect telecoms assets.

ATCON Seeks Stiffer Penalities to Deter Infrastructure Attacks, Vandalism

Tony Emoekpere, president, ATCON,  made this known in an interview with the News Agency of Nigeria (NAN) in Lagos while calling for urgent legal reforms to strengthen enforcement.

Emoekpere said that although offenders are being apprehended and prosecuted, the current framework was failing to serve as a deterrent.

NAN reports that Nigeria’s Designation and Protection of Critical National Information Infrastructure (CNII) Order 2024, signed by President Bola Ahmed Tinubu, provides the country’s main legal framework for safeguarding critical Information and Communication Technology (ICT) infrastructure against vandalism, sabotage and theft.

The Order, anchored on the Cybercrimes (Prohibition, Prevention, etc.) Act 2015, classifies assets such as telecom towers, fibre-optic cables and data centres as critical national infrastructure requiring enhanced protection.

“People are being caught, but the offences are still treated as petty crimes.

“That limits the impact. CNII needs stronger legal backing such as an Act or executive order to give it more teeth,” the ATCON president said.

He said that the group was actively supporting the implementation of the CNII policy in collaboration with security agencies, stressing that telecom infrastructure remained critical to national security and economic growth.

The ATCON president also reaffirmed support for the Federal Government’s “Project Bridge,” aimed at expanding connectivity across the country, but identified right-of-way approvals across states as a major bottleneck.

According to him, because telcos have to engage multiple states, it is slowing things down but efforts are ongoing to address it.

On service quality, he said operators are struggling to keep pace with rising subscriber numbers and increasing data demand, despite recent tariff adjustments.

“The challenge is not that nothing is being done—investments are ongoing. But demand is growing even faster, and operators are constantly trying to catch up,” he said.

Emoekpere added that subscriber migration between networks and shifting usage patterns are placing additional pressure on certain operators, contributing to service fluctuations.

He, however, assured customers that efforts are ongoing to improve network performance.

“We value our subscribers, and everything is being done not just to maintain, but to improve service delivery,” he said.

The telecommunications sector has consistently identified infrastructure vandalism as a major challenge affecting service delivery and operational costs.

Industry stakeholders say the CNII Order is expected to strengthen the protection of telecom assets and improve quality of service for consumers, following years of rising attacks on infrastructure across the country.

Data from operators show that fibre-optic cable cuts remain one of the biggest threats to telecom operations.

However, in spite of the Order, Nigeria recorded 1,883 fibre cuts in the first quarter of 2026, while between January and August 2025, about 19,384 incidents were reported nationwide, averaging more than 2,400 monthly cases.

MTN Nigeria alone reported 9,218 fibre cuts in 2025, compared with 9,000 in 2024 and 6,000 in 2023, highlighting the increasing scale of the problem.

The sector has also faced widespread theft of generators, batteries and other power assets used to keep telecoms sites operational.

In 2025, criminals reportedly stole 656 critical power assets, including 152 generators and 504 batteries, while telecom operators lost an estimated ₦27 billion nationwide within a 12-month period due to infrastructure damage.

Industry reports further indicated that 577 network outages recorded in the first quarter of 2026 were directly linked to vandalism of telecoms infrastructure.

(NAN)


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Airtel Africa Profits Hit $813m on Strong Nigerian Operations Performance

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Airtel Africa has delivered a landmark financial performance for the 2026 fiscal year, characterized by record-breaking customer acquisitions, a massive leap in profitability, and a definitive shift toward a data-centric business model.

Driven by disciplined execution, and a robust digital strategy, the Group saw its Profit After Tax skyrocket to $813 million, up from $328 million in the previous year. This surge was underpinned by a 29.5 per cent increase in reported revenue to $6.4 billion, fueled largely by a 47.5 per cent growth explosion in the Nigerian market following strategic tariff adjustments.

Airtel Africa in its financial result for the year March 31, 2026, noted that the year was defined by a shift in how consumers interact with the network. Expectedly, data revenues have become the largest component of Group revenue, growing by 35.2 per cent in constant currency, which further lifted the firm’s performance. The customer base grew by 10.5 per cent to 183.5 million, the highest net additions in the company’s history.

On the network, smartphone penetration hit nearly 50 per cent, with 91 million users now utilizing high-speed data.

The mobile money ecosystem handled an annualised transaction value of over $215 billion in Q4’26. Customer engagement surged as the platform evolved into a primary financial hub for 54 million users.

Despite global inflationary pressures, Airtel’s cost-efficiency programmes pushed EBITDA margins to an all-time high of 50.3 per cent in the final quarter. This operational strength allowed the company to accelerate its infrastructure rollout, adding over 3,250 new sites and expanding its fiber network to nearly 82,000 km.

“This year delivered a very strong performance across both operating and financial metrics,” said Chief Executive Officer, Sunil Taldar, adding, “Adoption of new digital technologies and AI has been pivotal in unlocking growth opportunities and driving efficiencies, enhancing customer experience through site-level network optimization and streamlined onboarding.”

Airtel’s balance sheet has significantly de-leveraged, with leverage improving to 1.8x. This financial health has translated directly into shareholder value. The Board recommended a final dividend of 4.26 cents, bringing the full-year total to 7.1 cents, a 9.2 per cent increase.

While geopolitical developments have shifted the timeline, the company remains committed to an IPO for Airtel Money in the second half of 2026.

On future investment, the firm’s Capex guidance for FY’27 has been raised to $1.1 billion, focusing on 5G readiness, home broadband, and data centers.

While the outlook remains bullish, Taldar noted that rising energy costs due to geopolitical events may create near-term margin pressure. However, the Group intends to offset these through intensified cost-management and the continued scaling of its digital infrastructure.


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Unity Bank Disburses N500m Loan Facility to Support Small Traders

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Unity Bank Plc says it has disbursed over N500 million through its Shop Collateralised Facility (SHOCOF) to support small-scale traders and shop owners across Nigeria.

Unity Bank Disburses N500m Loan Facility to Support Small Traders

Unity Bank

The bank said the initiative was part of its efforts to promote Small and Medium Enterprises (SMEs) and strengthen support for operators in the informal sector.

In a statement, Unity Bank described SHOCOF as an innovative loan product designed to improve access to finance and drive financial inclusion among underserved business owners.

According to the bank, the facility was initially introduced as a targeted intervention for traders in Southeast Nigeria before expanding nationwide following strong acceptance and demand.

Under the initiative, eligible customers are allowed to use their shops as collateral to access credit, eliminating the stringent collateral requirements associated with conventional lending models.

The bank said the product leverages the commercial value and relative stability of fixed business locations to simplify access to financing for traders.

It added that the facility provides working capital support to enable beneficiaries restock goods, increase inventory turnover, improve cash flow, and respond more efficiently to market demands.

Speaking on the impact of the product, Group Head, Risk Management, Unity Bank, Mr Olusegun Oladipo, said the bank developed SHOCOF to address financing challenges faced by businesses in the informal sector.

“SHOCOF was created to address a critical gap within the small business ecosystem by providing access to credit through a structure that traders can satisfactorily meet without much ado.

“By recognising the value and stability embedded in their businesses, we have been able to support traders with the capital required to sustain and grow their operations,” he said.

Also speaking, Divisional Head, SME and Retail Banking, Unity Bank, Mrs Adenike Abimbola, said the expansion of the initiative nationwide reflected the bank’s commitment to providing practical financial solutions for small business owners.

“What started as a targeted intervention in the Southeast quickly gained momentum because the product directly addressed the realities of everyday traders,” she said.

The bank noted that more than 80 per cent of small businesses in Nigeria operate informally, with many relying on personal savings and informal borrowing due to limited access to bank credit.

It said SHOCOF was designed to bridge this financing gap by offering a lending model tailored to the operational realities of market traders and shop owners.

Unity Bank reaffirmed its commitment to supporting entrepreneurs through targeted financial products, including its Yanga account package developed for female entrepreneurs.

The bank said expanding access to capital for underserved business segments remains critical to boosting trade, strengthening local economies and driving sustainable economic growth.


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