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

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.”
Telecom
FG Scraps 5 Percent Telecom Excise Duty Under New Tax Law

Federal government has abolished the five per cent excise duty on telecommunications services, a levy that had long sparked public concern over rising costs for subscribers.

Pic credit… Itedgenews
Aminu Maida, executive vice chairman, Nigerian Communications Commission (NCC), announced the development during an interactive session with journalists in Abuja on Tuesday.
Maida explained that the duty, which was earlier suspended, had now been completely removed by President Bola Tinubu under the new tax legislation.
“The excise duty, it was the 5 per cent or so, that is no longer there. Before it was suspended, but now the president has been magnanimous to remove it entirely. I was in a room when it was raised, and he said, No, no, no, we cannot put this on Nigerians. I was very pleased when the bills came out and we saw his words were followed through,” he disclosed.
Maida stressed that eliminating the charge would ease cost pressures on subscribers and enable wider industry growth.
He added that reforms within the sector were now guided by principles of transparency, accountability, and stronger consumer protection.
The EVC revealed that the regulator was moving beyond traditional rule-based supervision to incorporate behavioural economics, which includes providing more information for consumers and operators to make informed choices.
According to him, one key initiative is a nationwide public map of network performance, expected in September, that will provide independent data on download speeds, latency, and other service indicators.
“There will also be a quarterly network performance report based on user data. It extends accountability beyond mobile operators to also include infrastructure providers who play a critical role in reliability,” he said.
The NCC boss further emphasised the importance of corporate governance as a tool to attract investment and improve industry efficiency. He noted that the ultimate goal is to nurture a telecom company that is wholly Nigerian-owned, well-structured, and globally competitive.
He listed some of the NCC’s recent achievements, including the conclusion of the NIN-SIM audit, settlement of USSD debt disputes, transition to end-user billing, and the launch of a Major Incident Reporting Portal.
On call tariffs, he pointed out that competition had helped keep rates low, with the highest in the market today at about N18 or N19 per minute, compared to N50 per minute two decades ago.
Addressing frequent consumer complaints, he disclosed that the NCC and Central Bank of Nigeria (CBN) had developed a new framework to standardise electronic recharge processes. In addition, Tier-1 audit firms were hired to investigate billing systems after reports of unexplained data depletion.
The results, he said, showed no systemic manipulation. Instead, factors such as background applications, device settings, and complex tariff plans contributed to user dissatisfaction.
“We are not trying to punish anyone. We want the industry to grow, so consumers are happier, operators perform better, and the government benefits from a broader tax base,” Maida added.
Telecom
Roqqu, SiBAN Unite to Drive Blockchain Innovation Across Nigeria

In a strategic move to propel the Nigerian blockchain ecosystem, Roqqu, a prominent digital finance and blockchain solutions provider, has officially partnered with the Stakeholders in Blockchain Technology Association of Nigeria (SiBAN).
This new alliance will leverage the combined expertise and resources of both organizations to foster innovation, drive development, and accelerate the adoption of blockchain technology across Nigeria.
The partnership comes shortly after Roqqu was welcomed into the SiBAN network as a corporate member, solidifying a joint commitment to building a more credible, transparent, and sustainable digital asset ecosystem.
The collaboration is designed to bridge the gap between rapid technological innovation and responsible adoption, while prioritizing user protection and ethical standards.
In a statement, the organizations detailed a range of initiatives to be launched as part of this collaboration, all aimed at promoting financial inclusion and responsible innovation.
Key initiatives to be carried out by the two organisations include jointly hosting events to educate both the public and industry professionals on blockchain technology, developing training programs to equip developers and the public with the skills needed to thrive in the blockchain space and actively engaging with regulators and policymakers to help shape a more informed and compliant blockchain community in Nigeria.
“We are delighted to have this collaboration. Our collective strength lies in the diversity and commitment that we both bring to the table and ultimately, contribute to the growth of the blockchain ecosystem,” said Obinna Iwuno, President of SiBAN in the statement.
Roqqu has seen remarkable growth in recent years, establishing itself as a leading force in making cryptocurrency and digital finance accessible. With a focus on providing fast, reliable, and user-friendly services, the company has expanded its footprint beyond Nigeria into other key African markets, including Ghana, Kenya, and South Africa. This expansion, along with a virtual currency license to operate in the European Economic Area (EEA), positions Roqqu as a truly international fintech company.
Reacting to the partnership, the Chief Compliance Officer of Roqqu, Roimot Ajiboye-Ibitoye, said partnering with SiBAN is a natural step to make blockchain technology and digital finance accessible, safe, and beneficial for everyone, insisting that together, the two organisations are not just talking about blockchain adoption. Rather, actively building the frameworks, trust, and education needed for it to thrive responsibly in Nigeria.
“This collaboration represents a united front between innovators and industry advocates to create a credible, transparent, and sustainable digital asset ecosystem. By combining our expertise with SiBAN’s strong advocacy and regulatory engagement, we are setting the stage for a future where blockchain becomes a trusted driver of financial inclusion and economic growth across the globe,” he said.
This partnership highlights a shared vision between Roqqu and associations like SiBAN that play a crucial role in bridging the gap between industry innovation and responsible adoption to ensure the benefits of blockchain are accessible to a wider audience, creating a safer and more robust future for digital finance in Nigeria.
SiBAN as a body provides a platform where stakeholders can share knowledge and experiences, where companies can engage in constructive policy discussions with regulators, where communities can learn about safe, responsible participation in the blockchain space and where businesses can collaborate on solutions that serve both economic and social development goals.
Industry watchers believe that this partnership highlights a shared vision of creating a credible, transparent, and sustainable digital asset ecosystem. By working together, Roqqu and SiBAN aim to bridge the gap between rapid technological innovation and responsible adoption, ensuring that the benefits of blockchain are accessible to a wider audience while prioritizing user protection and ethical standards.
Telecom
NCC Claims to Have Eliminated Unregistered SIMs from Telecoms Networks

Nigerian Communications Commission (NCC) has said that it has successfully eliminated users of unregistered subscriber identity modules (SIM), from the Nigerian telecommunication network, a development that can boost national and cyber security.

Eng. Aminu Maida, executive vice chairman of NCC,
Eng. Aminu Maida, executive vice chairman of NCC, who disclosed the information at a media briefing in Abuja on Monday, said, however, that it was beyond the scope of the agency to control the names with which some customers used in registered their SIMs.
The NCC CEO pointed out that while the commission had successfully removed unregistered SIMs from its network, some strange names being attached to some of the subscribers reflect what the owners used while registering with their operators.
“No unregistered SIM is operating on the network as of today, but there may be people using names they did not register with, apparently to mask their identities. We cannot control the names attached to each SIM, as they reflect what the owners used at the time of registration with their respective operators,” the EVC said.
“While NCC cannot control that behaviour, it is to be noted that it is an offence to use fake names to make or receive calls in Nigeria,” Maida warned.
The EVC, however, said that the commission has put necessary measures in place to ensure sanity and stability in the industry so that every user can determine the best network operator to patronise based on performance, service delivery and charges.
He said the commission would, in September this year, launch a public map to show subscribers which of the telecoms networks provides the best service and tariff plan to determine which to patronise based on their locations.
Mr. Maida said for the industry to make the required progress and serve the interests of the people, there is a need for a fresh injection of capital from outside the industry, adding that the commission had already revised a series of good governance guidelines to guide operators in the industry.
According to him, the guidelines are aimed at promoting transparency, accountability and boosting investors’ confidence and customers’ trust in the industry.
He said, “The need for good corporate governance guidelines requires that operators in the industry must provide audited reports to boost investors’ confidence and earn the trust and confidence of their customers”.
The ECV explained that the commission approved the recent tariff hike for the industry due to the fact that there had not been any cost-reflective tariff adjustment for a decade, adding that the commission was mindful of the need to protect the interests of both the operators and Nigerian subscribers.
On the issue of threats to telecoms infrastructure nationwide, the EVC announced that he would soon meet with governors to discuss the need for them to team up with NCC to protect telecoms infrastructure in their domains and to also eliminate multiple taxes on the operators so as to improve service delivery and ensure national security.
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