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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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Airtel Nigeria Launches Web Data Calculator to Give Customers Greater Visibility into Data Usage

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Airtel Nigeria has launched the Airtel Web Data Calculator, a new digital tool designed to help customers estimate and better understand their internet data consumption based on real-life usage patterns.

The launch comes amid a broader industry effort to improve transparency around data consumption and strengthen customer confidence in mobile broadband services.

It also aligns with ongoing collaboration between telecommunications operators and the Nigerian Communications Commission (NCC) to address customer concerns about data depletion and improve quality of service across the sector.

Recent industry initiatives have included customer education campaigns, daily usage notifications, billing audits, customer engagement forums, and the development of new tools that provide greater visibility into how data is consumed.

Available through Airtel’s website, the calculator enables customers to estimate data usage across common digital activities such as video streaming, social media engagement, voice and video calls, and everyday web browsing. By translating online behaviour into understandable data estimates, the tool empowers customers to make more informed decisions about their data plans and digital habits.

Speaking on the launch, Oladokun Oye, Customer Experience Director, Airtel Nigeria, said the initiative reflects Airtel’s commitment to customer empowerment and service transparency.

“As Nigerians become increasingly dependent on digital services for work, education, entertainment and communication, it is important that customers have clear visibility into how their data is consumed. The Airtel Web Data Calculator was developed to help our customers understand their usage patterns better, make informed choices, and enjoy greater confidence in their digital experience,” he said.

Oye added that customer concerns around data depletion have remained a recurring topic across the telecommunications industry, making transparency a critical component of customer experience.

“We believe that trust grows when customers have access to clear information. This tool is another step in our ongoing efforts to simplify the customer experience, provide greater clarity around data consumption, and support informed decision-making,” he said.

The launch follows a period of intensified engagement between telecom operators, regulators and consumers on data usage awareness. The NCC has consistently emphasized that many instances of perceived rapid data depletion are linked to factors such as high-definition video streaming, automatic application updates, cloud synchronization, background app activity and evolving smartphone capabilities. The regulator has encouraged operators to improve customer education and develop tools that help subscribers better understand their consumption patterns.

Industry data underscores the importance of such initiatives. Nigeria recorded more than 13 million terabytes of internet consumption in 2025, reflecting the country’s accelerating digital transformation and growing dependence on mobile broadband services.

Commenting on the significance of the launch, Dinesh Balsingh, Chief Executive Officer, Airtel Nigeria, said the company remains focused on building a network and customer experience ecosystem anchored on trust, transparency and continuous improvement.

“The future of telecommunications will be defined not only by network investments but also by how effectively operators help customers understand and manage their digital lives. The Airtel Web Data Calculator represents a practical innovation that places more information and control directly in the hands of our customers.”

He noted that Airtel continues to invest heavily in network modernization, customer experience initiatives and digital tools that improve service quality while making telecommunications services easier to understand and use.

“We welcome the industry’s collective focus on transparency and commend the NCC’s continued collaboration with operators to strengthen consumer confidence. As data becomes increasingly central to everyday life, Airtel will continue to develop solutions that make connectivity more accessible, transparent and rewarding for every customer.”

The launch also builds on Airtel Nigeria’s recent customer engagement initiatives, including forums dedicated to helping subscribers better understand data usage, value optimization and service quality. These engagements have brought together customers, regulators and Airtel executives to foster greater awareness and dialogue around digital consumption.

The Airtel Web Data Calculator is now available to customers nationwide and can be accessed via Airtel Nigeria’s website.

 


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NCC Board Reviews Telecom Sector, Notes Progress in Network Expansion, Consumer Compensation

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The Board of the Nigerian Communications Commission (NCC) has commended telecommunications operators for ongoing investments aimed at improving network coverage, capacity and quality of service across the country.

NCC Board Reviews Telecom Sector, Notes Progress in Network Expansion, Consumer Compensation

NCC

This was contained in a communiqué issued at the end of the Commission’s 109th Board Meeting held on May 25 in Abuja.

According to the communiqué, Mobile Network Operators (MNOs) have planned the deployment of more than 12,000 additional coverage and capacity sites nationwide, with over 5,000 already completed, representing more than 40 per cent of the target.

The Board also noted that fibre connectivity had been extended to more than 700 sites to improve network resilience, backhaul capacity and service reliability.

It added that co-location and infrastructure sharing licensees had upgraded equipment across more than 2,000 Base Transceiver Stations (BTS) to support network expansion and compliance with quality-of-service obligations.

The Board reviewed the implementation of the Commission’s directive requiring operators to compensate subscribers affected by poor service quality in areas where prescribed standards were not met.

It noted that full compliance by operators had resulted in compensation being offered to more than 75 million affected subscribers.

The Board said efforts were ongoing to independently verify operators’ claims and ensure that all eligible subscribers received the compensation due to them.

However, it expressed concern that tower infrastructure providers had only partially complied with directives requiring the reinvestment of regulatory fines into infrastructure upgrades through escrow accounts.

On broadband development, the Board noted rising data consumption across the country but observed that growth remained constrained by infrastructure limitations, reliance on mobile internet and duplication of assets.

It welcomed the growth in Fibre-to-the-Home (FTTH) subscriptions, which rose from 84,141 in the fourth quarter of 2025 to 210,065 connections as of the first quarter of 2026.

According to the Board, expanding fixed broadband infrastructure will help reduce pressure on mobile networks, improve service quality and provide consumers with more connectivity options.

The Board also noted that the Commission was reviewing the telecommunications market structure to reflect current realities in both the wholesale and retail segments of the industry.

It reaffirmed that broader access to wholesale backbone fibre and expanded metropolitan fibre networks would help lower connectivity costs, improve network resilience and support the Federal Government’s digital transformation agenda.

The Board further identified infrastructure vandalism as a major challenge affecting industry growth despite ongoing efforts by security agencies to protect telecommunications facilities designated as Critical National Information Infrastructure (CNII).

It called for greater collaboration among stakeholders and disclosed that the Commission was exploring the feasibility of establishing a Communications Industry Security Trust Fund to strengthen infrastructure protection.

The Board also reviewed ongoing engagements with industry players on the development of a framework for zero-rating educational platforms and content to promote digital inclusion and improve educational outcomes.

In addition, the Board approved the appointment of Princess Oforitsenere Emiko, a Non-Executive Commissioner of the NCC, as Interim Chairman of the Governing Board of the Digital Bridge Institute (DBI).

It also approved the appointments of Engr. Abraham Oshadami, Executive Commissioner, Technical Services, and Ms. Rimini Makama, Executive Commissioner, Stakeholder Management, as interim members of the DBI Governing Board.

The Board reiterated the Commission’s commitment to fostering a sustainable and inclusive communications sector through improved quality of service, network resilience, consumer protection, transparency, fair competition and market discipline.


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FG’s $10m Hello.cv Deal Sparks Outrage as Experts Question Snub of .ng Domain

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Stakeholders in Nigeria’s Information and Communications Technology (ICT) sector have expressed concerns over the inclusion of a foreign country code top-level domain (ccTLD) in a recent partnership under the Federal Government’s 3 Million Technical Talent (3MTT) programme.

FG's $10m Hello.cv Deal Sparks Outrage as Experts Question Snub of .ng Domain

The concerns followed the announcement by the Federal Ministry of Communications, Innovation and Digital Economy (FMCIDE) of a 10 million-dollar partnership with Hello.cv, a platform associated with Cape Verde’s “.cv” country code domain.

Under the agreement, 20,000 beneficiaries of the 3MTT programme will receive access to Hello.cv’s profile package, which includes a personal .cv domain, an artificial intelligence-powered job search agent and professional CV writing services.

Some industry stakeholders argue that the arrangement appears inconsistent with the Federal Government’s “Nigeria First Policy”, which encourages Ministries, Departments and Agencies (MDAs) to prioritise local products and services.

The policy, approved by the Federal Executive Council in May 2025, seeks to reduce dependence on foreign goods and services, strengthen domestic industries and create jobs.

Speaking on the development, Chief Executive Officer of DNS Africa Media and Communications, Dr. Adebunmi Akinbo, said the use of a foreign domain for Nigerian trainees raised questions about data protection and digital sovereignty.

According to him, the country’s indigenous domain, .ng, managed by the Nigeria Internet Registration Association, is capable of accommodating the beneficiaries and should have been prioritised.

“If branding is important to the company, there are alternatives such as integrating the service within the .ng ecosystem. The focus should remain on promoting Nigeria’s digital identity and protecting citizens’ data,” he said.

Akinbo also expressed concerns about the storage and management of data generated through the platform, noting that government agencies should ensure that local digital assets remain at the forefront of national digital development efforts.

Also commenting, Emmanuel Amos, Chief Executive Officer of Programos and Innovationbed-AI Academy, said government institutions needed to demonstrate consistency in implementing policies designed to strengthen local technology ecosystems.

According to him, Nigeria must develop the institutional commitment required to support indigenous technology solutions and maximise value from local innovation.

The stakeholders noted that while the training partnership itself was commendable, the inclusion of a foreign domain component had generated questions about compliance with the spirit of the Nigeria First Policy.

Ugonma Egwuatu, an ICT and data protection expert at ECAM Global Services, called for greater clarity regarding data governance arrangements under the partnership.

She said agencies responsible for data protection should be satisfied that adequate safeguards were in place for the personal information of programme beneficiaries.

“We are dealing with the data of about 20,000 individuals. There should be clear explanations regarding how the data will be managed, protected and utilised,” she said.

Egwuatu added that transparency regarding data handling processes and any third-party arrangements would help address concerns among stakeholders.

The partnership is part of ongoing efforts by the ministry to equip young Nigerians with digital skills and improve their access to employment opportunities in the global technology ecosystem.

As of the time of filing this report, the ministry had not publicly responded to the concerns raised by stakeholders regarding the domain component of the partnership.


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