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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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Telcos: How and Why Network Services have Been Poor

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Telecommunications operators (telcos) in Nigeria have explained that the recent poor quality of network services experienced across the country is largely due to the widespread vandalism and theft of critical telecom infrastructure, not a failure on their part.

Telcos: How and Why Network Services have Been Poor

Gbenga Adebayo, chairman, ALTON

The operators, under the aegis of the Association of Licensed Telecommunications Operators of Nigeria (ALTON), said their efforts to improve services through massive investments and network upgrades are being undermined by unchecked sabotage and the lack of sufficient protection from security agencies.

They warned that unless urgent action is taken, the situation could worsen in the coming days, affecting not just voice and data services but also key sectors like banking, education, healthcare, and national security that rely on stable telecommunications.

A top official from one of the major mobile network providers, who spoke anonymously, said operators had kept their promise to enhance service quality following a recent tariff adjustment approved by the Nigerian Communications Commission (NCC), but their efforts are being eroded by relentless vandalism.

“At the wake of the marginal price adjustment that the NCC approved for the sector, we promised to optimize our networks to give Nigerians a very robust service,” the official said

“But what we are seeing after making such huge investments is that vandals are carting away our facilities without a challenge and selling them in open markets. That’s why services are a bit poor and that is why if nothing is done urgently, it will get worse.

In a statement jointly signed by Gbenga Adebayo, chairman, and Damian Udeh, publicity secretary, ALTON expressed deep concern over the scale and spread of infrastructure sabotage across the country.

“Since the Federal Government’s decisive interventions earlier this year to support industry sustainability, our members have committed unprecedented levels of investment in network optimization and capacity upgrades,” the statement read.

“New systems are being deployed, transmission equipment modernized, power systems overhauled, and thousands of kilometers of fiber optic networks currently being laid and expanded. Our industry has not seen this scale of investment in recent years. We are working round the clock to improve the quality of service nationwide and we cannot afford these setbacks.”

Between May and July 2025, the association recorded numerous cases of vandalism at telecom sites across Rivers, Ogun, Osun, Imo, Kogi, Ekiti, Lagos, Abuja, and several other states, resulting in widespread outages and degraded service quality for millions of subscribers.

Stolen assets include power cables, rectifiers, fiber optic and feeder cables, diesel generators, batteries, and solar panels, all vital for maintaining consistent network availability.

“These are not mere materials, but the backbone of our digital economy, security systems, and national communications grid,” ALTON said. “We are alarmed at the frequency, intensity, and geographical spread of these incidents.”

Telcos on poor network services also raised alarm over a thriving black market for stolen telecom equipment.

“Batteries are being resold for household and office inverters, solar panels are stripped from sites and traded to unsuspecting buyers, while diesel meant for powering telecom base stations is routinely siphoned and sold.”

In addition to vandalism, ALTON cited damage caused by road construction and civil engineering projects, which frequently destroy underground fiber optic cables, leading to unplanned service disruptions and financial losses.

The group has called on key security stakeholders, including the Office of the National Security Adviser (ONSA), the Inspector General of Police, the DSS, and the NSCDC to urgently step in and protect telecom assets nationwide.

 

 

 

 


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Glo Launches Nigeria’s First-of-its-kind Device Protection Plan

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Technology Company, Globacom, is making mobile phone protection accessible and affordable for its subscribers with the launch of its new Device Protection service, a pioneering initiative in Nigeria.

The innovative offering enables both new and existing Glo subscribers to protect their mobile devices against screen and water damage for a small premium.

In partnership with Cubecover, this service allows new and existing Glo customers to protect their mobile devices against common screen and water damage. Mojeed Aluko, Globacom’s Head of Value Added Service (VAS) explained that a minimal daily premium of just ₦50, or ₦300 weekly, and ₦600 monthly ensures that a customer’s device can be covered.

He stated that the micro-protection plan offers up to ₦50,000 for screen repairs or replacement once the device has maintained an active subscription for one month.

“As a responsive and innovative network, we are leveraging this opportunity to provide meaningful protection to our customers, helping them stay connected even in the event of accidental damage”, said Aluko, highlighting Glo’s commitment to innovation and customer support.

Subscribers who wish to enjoy the service should dial *7013*1# to enroll via USSD. They will then select a preferred daily, weekly, or monthly package. Payments are debited directly from customers’ Glo airtime. After payment, a link will be sent for a quick screen integrity test. After passing the test, the device’s IMEI is registered with Cubecover, thus securing coverage.

Deji Macaulay, Managing Director of Cubecover, highlighted that this collaboration with Globacom will reduce anxiety for users regarding accidental phone damage and repair costs.

“The device protection service is unique because of its simple enrolment process via mobile phones and its affordable micro-premiums. It is also fast as its tech-driven verification process eliminates delays and paper works. It also provides peace of mind for millions of Nigerians using smartphones daily”, Globacom added.

New customers without Glo SIMs can walk into any Gloworld shop across the country, purchase a SIM and any phone device of their choice and subscribe to the device protection instantly.

 


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MTN Executive Adeola Oduntan Emerges as Africa’s Supply Chain Leader of 2025

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L-R: Victor Esemezie, Senior Manager, Sourcing & SRM, MTN Nigeria; Olufunmilayo Jegede, Senior Manager, Facilities and Fleet, MTN Nigeria; Akin Naphtal, Group CEO, InstinctWave and CEO of Africa Procurement Summit Group; Adeola Oduntan, General Manager, Global Sourcing & Supply Chain Management, MTN Nigeria and Olademeji Shonubi, Senior Manager, Planning and Fulfillment, MTN Nigeria, during the 7th Africa Procurement & Supply Chain Awards where MTN Nigeria won 5 awards, held at the Oriental Hotel, Lagos.
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Adeola Oduntan, General Manager, Global Sourcing & Supply Chain Management at MTN Nigeria, has been recognised as Strategic Supply Chain Leader of the Year at the 7th Africa Procurement and Supply Chain Awards, highlighting individual excellence within the company’s broader operational success.

L-R: Victor Esemezie, Senior Manager, Sourcing & SRM, MTN Nigeria; Olufunmilayo Jegede, Senior Manager, Facilities and Fleet, MTN Nigeria; Akin Naphtal, Group CEO, InstinctWave and CEO of Africa Procurement Summit Group; Adeola Oduntan, General Manager, Global Sourcing & Supply Chain Management, MTN Nigeria and Olademeji Shonubi, Senior Manager, Planning and Fulfillment, MTN Nigeria, during the 7th Africa Procurement & Supply Chain Awards where MTN Nigeria won 5 awards, held at the Oriental Hotel, Lagos.

The award, presented at the Oriental Hotel in Lagos, recognises Oduntan’s role in transforming MTN Nigeria’s supply chain operations through digital innovation and strategic sourcing. His leadership has been instrumental in driving the company’s strong business performance, reflected in MTN Nigeria’s comprehensive local procurement framework that prioritises suppliers with genuine local value creation. Under Oduntan’s strategic guidance, the company has implemented sophisticated procurement evaluation criteria that allocates up to 25% weightage for local supplier participation, while conducting rigorous assessments to ensure local partners aren’t merely “trading entities” for foreign suppliers.

The connection between supply chain excellence and business results is evident in MTN Nigeria’s expanding customer base, with the recent landmark three-year national roaming agreement with 9Mobile, approved by the Nigerian Communications Commission in July 2025. This groundbreaking partnership, which enables 9Mobile subscribers to access MTN’s network infrastructure nationwide, exemplifies Oduntan’s strategic approach to infrastructure optimisation and collaborative partnerships that enhance service availability while maximising asset utilisation across the telecommunications sector.

“APSCHA has become far more than ceremony, it is now a strategic platform that amplifies the critical contribution of procurement and supply chain professionals not just within the organisation, but across the broader African development agenda,” said Akin Naphtal, Group CEO of InstinctWave.

Oduntan’s individual triumph formed part of MTN Nigeria’s performance at the awards, where the company secured five awards including Digital Supply Chain Innovation of the Year, Excellence in Strategic Sourcing, Sustainability and Local Content Champion of the Year, and Procurement & Supply Chain Team of the Year. This success reinforces the telecommunications company’s position as a leader in supply chain transformation across Africa’s business landscape.

The recognition comes at a time when supply chain leadership plays an increasingly strategic role in driving operational excellence and competitiveness across Africa’s telecommunications sector.


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