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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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Paradigm Initiative Warns of AI-Driven Hate Speech, Urges Global Tech Reform

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As the world commemorates the International Day for Countering Hate Speech, Paradigm Initiative (PIN) is calling on big tech companies to intensify their efforts in combating online hate speech and ensuring respect for fundamental human rights.

PIN’s 2024 Londa report highlights the widespread prevalence of hate speech online. In Angola, for instance, at least 25 content removal requests were made in connection with hate speech, harassment, and political misinformation. Globally, the consequences of unchecked hate speech have been severe—ranging from incitement to violence and heightened ethnic tensions to the targeting of vulnerable communities, including minorities, women, and foreigners.

Nigeria witnessed a tragic example in 2018 when a Facebook post showing a massacre in Plateau State was viewed more than 11,000 times, triggering ethnic conflict and resulting in fatalities. In South Africa, inadequate content moderation has worsened the problem, while in Ethiopia in 2021, a false Facebook post led to the killing of a man wrongly implicated in a scandal. India saw a surge in hate speech during its elections.

PIN notes that actors behind hate speech are becoming increasingly sophisticated, often leveraging technologies like artificial intelligence to boost visibility. Meanwhile, existing moderation systems—especially for non-English content—struggle to keep up.

Bridgette Ndlovu, PIN’s Partnerships and Engagements Officer, said, “Hate speech online is a direct attack on the dignity and safety of individuals.” She urged technology companies to adopt transparent and effective moderation strategies and to prioritize human rights in their operations.

The spread of hate speech raises complex challenges for lawmakers. Governments are trying to regulate harmful content such as misinformation and harassment while protecting freedom of speech. However, PIN warns that hate speech laws should not be misused to arbitrarily detain human rights defenders or stifle dissenting voices.

To address these concerns, PIN recommends that tech companies invest more in moderating non-English content to reflect local nuances, improve transparency around government takedown requests, promote digital literacy—particularly in underserved regions—and conduct regular human rights due diligence, aligned with the United Nations Guiding Principles on Business and Human Rights.


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Moniepoint Deepens Commitment to Africa’s Future Through Education and Innovation

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Moniepoint Inc, one of Africa’s leading financial institutions partnered with the Mega Impact Foundation to support the 5th edition of the NextGen Connect Interschool Oratory Competition in Asaba, Delta state. This collaboration showcases Moniepoint’s unwavering commitment to youth empowerment and human capital development across the African continent.

The competition, which was held commemoratively to celebrate this year’s International Day of the Boy Child, brought together SS2 students from across Delta State to address the critical theme: “The Role of Financial Inclusion and Technology in Shaping a Brighter Future for Young People in Africa.” Moniepont has received critical acclaim over its core mission of advancing financial inclusion through innovative digital financial technology solutions and payment services..

The oratory competition showcased exceptional talent among Nigeria’s youth, with Otovo Praise of Crystalloid International School emerging as the champion. His outstanding performance earned him a full-year scholarship through the Tosin Eniolorunda STEM Foundation, reflecting Moniepoint’s philosophy of investing in educational excellence. Second-place winner Audi Innocent of St Patrick’s College received ₦300,000, while third-place winner, Asher David of Glorious Kids Academy was awarded ₦200,000.

“At Moniepoint, we believe that driving sustainable innovation begins with future-proofing and expanding the talent pool by empowering the next generation with the tools that they need to succeed especially basic literacy skills which remain fundamental pillars in socio-economic development,” said Tosin Eniolorunda, CEO Moniepoint Inc.  “These young voices represent the future of African leadership, and their insights into financial inclusion and technology demonstrate the remarkable potential that exists within our communities. Through our various educational and developmental initiatives such as the CAD/CAM lab we donated to OAU last year or the Moniepoint DreamDevs programme, we are betting big on an investment in Africa’s future.”

The initiative extends beyond monetary rewards, creating meaningful platforms for young people to express their ideas on a global stage. Through its support of the NextGen Connect Conference and Tech-In-School conversations, Moniepoint is fostering an environment where youth can develop critical thinking skills, build confidence, and engage with pressing societal issues.

In her remarks, Founder, Mega Impact Foundation, Florence Ogonegbu said that “we reaffirm our commitment to building an Africa where every young person has simplified access to sustainable education, capacity building, and empowerment. By leveraging technology and local initiatives, we are creating platforms that enable our youth to thrive and transform their communities.

“Together with partners like Moniepoint, we are not just shaping futures—we are driving a movement for social development that will resonate globally. Every boy, every young person, deserves the opportunity to unlock their full potential and drive lasting impact across our continent.”

The competition received additional support from the Ministry of Women Affairs and Social Development, Delta State, highlighting the collaborative approach required to nurture young talent effectively.


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Zoho Unveils Zia Hubs to Harness AI Insights from Unstructured Business Data

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Zoho, a global technology company, today launched Zia Hubs, a solution within Zoho WorkDrive that brings new forms of unstructured business data into the company’s broad portfolio of applications and AI services. Using Zia Hubs, organisations can now present any type of business content to Zoho’s powerful capabilities and services—including agentic AI, comprehensive analysis, and accurate, unified search—regardless of file format or structure.

“According to IDC, 80 percent of business data is unstructured,” said Kehinde Ogundare, Country Head, Zoho Nigeria. “Most unstructured data is text-based, meaning pertinent information lives within email conversations, social media posts, word processor documents, or audio and video transcripts. With Zia Hubs built into the full product suite, Zoho can provide customers with a deeper integration than any comparable software platform and nearly limitless potential uses for their data.”

Deeper Intelligence Accessing More Customer Data

Launching as part of Zoho WorkDrive, Zia Hubs brings content intelligence to the company’s unified content management and collaboration platform. Designed with a high level of user control over what content AI is allowed to access, Zia Hubs enables users to organise project or task-specific content into dedicated hubs within WorkDrive. Each hub serves as a focused space where Zia, Zoho’s flagship AI, can understand and act on the content stored within. This includes a wide range of formats such as PDFs, documents, videos, and audio files.

Zia Hubs automatically organises uploaded content by grouping related information—such as section headings, supporting text, and visuals—to preserve context. For video and audio files, Zia generates transcripts and links key moments to relevant topics, making it easier to pinpoint exactly where something was said.

With Zia Hubs, users can surface the most relevant answers when asked a question, even across different content formats. Each response includes clear citations that link back to the original content, whether it is a document, spreadsheet, image, or a specific moment in an audio or video file.

Organisations can also create custom workflows with Zoho Flow, automating document storage processes for particular projects or specific teams. This ensures that Zia always has access to the latest necessary documents automatically.

Furthermore, content from third-party software—such as Docusign PDFs, RingCentral call logs, Zoom video files—are all readable by Zia, and can be automatically placed into a hub by building a workflow with Zoho Flow.

From Intelligent Content to Intelligent Action with Zia

Zia Hubs is a foundational element of Zoho’s long-term AI strategy. It lays the groundwork for a future where intelligent agents can act contextually on content across the company’s entire product suite. With full ownership of its technology stack spanning more than 55 products, Zoho is uniquely positioned to help organisations unlock deeper value from their business content compared to competitors.

Potential use cases for Zia Hubs include: a legal team’s content hub hosting a case’s relevant files: court files, correspondence, and research, allowing a lawyer to have Zia provide summaries with citations without having to manually scan lengthy files to gain insights; a company’s support center placing call logs into a hub, then querying Zia to identify trends, like, “Have we received an increase in calls regarding specific issues?”

Future updates to Zia Hubs will enable it to identify structured information within unstructured files and trigger specialised agents tailored to specific business needs. This will further establish Zia Hubs as the central content intelligence layer that activates AI-native workflows across the full Zoho ecosystem.


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