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
ALTON Rues Vandalism, Others as Critical Infrastructures Suffer Attacks

Association of Licensed Telecoms Operators of Nigeria (ALTON), has decried persistent challenges such as vandalism, high operating costs, and regulatory bottlenecks threatening service delivery despite recent improvements in investment inflows.

Gbenga Adebayo, chairman, ALTON, warned that the continuous attack are putting strains on Nigeria’s telecom sector which serve as the backbone of the country’s economic and digital systems,
Adebayo, speaking in an interview on ARISE News, described telecommunications as the critical foundation supporting all sectors of the economy.
“Telecom operators are the infrastructure of infrastructures that supports all other sectors,” he said, stressing that the industry remains central to power, transport, security, and financial services.
Adebayo noted that the recent 50% tariff adjustment has helped restore investor confidence in the sector after years of underinvestment.
“It has restored confidence in the sector… we are seeing investment, we are seeing now the impact of that investment,” he said, adding that the sector is now beginning to recover gradually.
But, he warned that improvements in service quality remain constrained by multiple external challenges, including vandalism, insecurity, and regulatory bottlenecks.
“Things can be better… but there are also other external factors… vandalism, behavior of public actors, behavior of non-state actors,” he explained.
Adebayo highlighted the scale of infrastructure damage, particularly on fibre networks, noting a major disparity between international and domestic connectivity routes.
“The fiber optic in the Atlantic… has witnessed probably one outage in two years… the one running from Lagos to Kano, we record an average of about 40 cuts a day,” he said.
He explained that such disruptions significantly increase operating costs and affect service quality across the country.
Beyond vandalism, he pointed to theft of telecom equipment such as batteries and generators, as well as security challenges that prevent timely restoration of services in some regions.
“Issue of security… people are stealing batteries, they’re stealing generators,” he said, noting that some areas remain inaccessible during outages until security conditions improve.
Adebayo also called for urgent reforms in right-of-way charges and taxation policies, arguing that telecom infrastructure should be treated as essential national infrastructure.
“Right of way should become free of charge across the country… issue of multiple taxation… it has to be a thing of the past,” he stated.
On rising energy costs, he said operators are gradually adopting hybrid and renewable energy solutions, although the transition is slow and still exposed to vandalism risks.
“We are doing a lot on renewable energy and providing hybrid solution… but that takes time,” he said.
Adebayo concluded that while policy support and investment inflows are improving the outlook of the sector, sustainable progress will depend on stronger protection of telecom infrastructure and coordinated action among government, regulators, and communities to address vandalism, insecurity, and regulatory inefficiencies.
Telecom
Uber Expands Beyond Rides, Launches Hotel Booking With Expedia

Ride-hailing company Uber has introduced a new feature that allows users to book hotel rooms directly through its app, as part of its strategy to evolve into a broader lifestyle and services platform.

Uber announced that the hotel booking service is being launched in partnership with Expedia Group, giving users access to more than 700,000 hotel properties worldwide.
The company said the collaboration is also expected to expand in future to include short-term rental listings from Vrbo.
According to Uber, the hotel booking tool offers features similar to traditional online travel platforms, including destination search, maps, and filters based on pricing, amenities and guest ratings.
Users can also complete bookings using payment information already saved on the app.
Speaking during a presentation in New York City, Uber Chief Executive Officer, Dara Khosrowshahi, said the company was broadening its offerings beyond transportation and food delivery.
“We’re no longer just an app for rides, or even a family of apps for rides and eats. Uber is now an app for everything,” he said.
Chief Executive Officer of Expedia, Ariane Gorin, said the partnership was aimed at simplifying travel planning for users.
“Together, we can reduce the number of steps, save people time and money,” she said.
Uber’s latest move builds on its expansion strategy which began with the launch of Uber Eats in 2014.
Initially focused on food delivery, Uber Eats has since expanded into retail services, allowing customers to order products such as cosmetics, groceries and electronics.
Industry analysts say the development reflects the growing global trend toward “super apps” — digital platforms that combine multiple everyday services within one ecosystem.
This model is already widely adopted in markets such as China, where platforms like WeChat and Alipay integrate messaging, payments, travel bookings and e-commerce services.
Competitors are also broadening their offerings.
For instance, Airbnb has expanded beyond accommodation to include bookable local experiences, wellness services and mobility options.
Uber also disclosed plans to integrate more artificial intelligence-powered tools into its platform.
The company said upcoming features would enable users to plan meals, generate shopping lists and arrange deliveries through conversational prompts, while a voice assistant is also in development to support hands-free navigation within the app.
Telecom
FG Okays 112 as Toll-Free National Emergency Response Number

National Economic Council (NEC) of Nigeria has officially approved 112 as the unified, toll-free national emergency number to streamline responses to security, medical, fire, and natural disasters.

It is part of measures to strengthen Nigeria’s emergency lifeline and build a unified and coordinated national response to emergencies.
NEC also approved the establishment of a multi-agency implementation committee and programme coordination led by the Office of the Vice President and the National Communications Commission (NCC).
The approval was part of decisions taken at the 157th meeting of the NEC held virtually and chaired by Vice President Kashim Shettima.
Shettima said the 112 emergency lifeline had become necessary to prevent delay caused by bureaucratic bottlenecks, noting that what the citizens seek urgently when confronted by a natural disaster or insecurity is an urgent response and not bureaucracy.
“This is not only a technical reform. It is a test of the state’s humanity. In moments of fire, accident, robbery, medical emergency, flood, violence, or panic, citizens do not need bureaucracy.
“They need a response. They need to know one number to call, one system to trust, and one coordinated chain of action that moves quickly enough to save lives,” he stated.
He explained that while Nigeria is not beginning from zero, as the emergency number had been in existence, what is required at the moment “is coordination, adoption, standard operating procedures, public awareness, institutional ownership, and trust”.
The vice president described NEC as the nation’s economic engine room, where the federal government and the states must convert the Renewed Hope Agenda of President Bola Tinubu into practical outcomes.
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