Telecom
Google Unveils AI Max to Boost African Business Visibility

Google has announced the global beta rollout of AI Max for Search Campaigns, an upgrade to its Search Ads platform that brings smarter, more intuitive advertising tools to businesses — including those in Africa — looking to grow, and expand their online presence.

This feature uses artificial intelligence to improve how ads are shown, helping local businesses connect with a larger customer base in the rapidly changing online environment.
This launch comes at a time when African businesses are navigating an increasingly digital economy. As more people across the continent turn to Search to make decisions — whether they’re looking for the nearest tailor in Yaba or comparing prices for solar panels in Nairobi — the opportunities for businesses to connect with local customers have never been greater. But reaching those customers, especially in a region as diverse and fast-evolving as Africa, isn’t always easy. That’s where AI Max steps in.
AI Max is designed to help businesses show up in more relevant searches, even when potential customers don’t use the exact words the business might expect. By drawing on the latest AI models, including Google’s Gemini technology, the feature allows businesses to expand their reach beyond traditional keyword targeting.
That means a small shop in Kumasi selling handmade bags can now appear in searches like “durable carryall for weekend travel” — even if the ad didn’t include those specific words.
“People are asking more specific questions on Search, and they expect more helpful answers,” said Brian Burdick, Senior Director of Search at Google.
“With AI Max, we’re using advanced AI to better understand those questions and help businesses show up at just the right moment — with content that’s more relevant, and more likely to help people find what they’re looking for.”
The new feature suite includes:
Search term matching, which automatically finds new relevant queries that a business might not have thought of;
Dynamic text customization, where ad copy updates in real-time to better match user intent;
Final URL expansion, which directs customers to the most relevant page on a business’s website;
And control settings, like location targeting and brand filters, that give advertisers more say in where and how their ads appear.
For African business owners — many of whom operate in crowded marketplaces with limited marketing budgets — these tools can make the difference between being discovered or being overlooked. The platform’s automation doesn’t just save time; it helps ensure that limited ad spend goes further by connecting businesses to higher-intent customers.
Results from early adopters globally are promising: businesses that activated AI Max in their campaigns saw an average 14% increase in conversions at a similar cost-per-action. For those still using more traditional targeting methods, like exact-match keywords, the uplift was even higher.
Crucially, this is not a new campaign type — it’s a setting within existing Search campaigns. That means African businesses can turn on AI Max and begin experimenting right away, without needing to start from scratch.
“We know many African entrepreneurs wear multiple hats. They’re managing stock, serving customers, and handling finances — often all at once,” said Burdick. “AI Max is about making their advertising work harder for them, not adding to their workload.”
This announcement also builds on Google’s broader efforts to support small and medium-sized businesses in Africa. Through training programs like the Hustle Academy and its ongoing digital skills initiatives, Google has helped millions of African entrepreneurs build the skills they need to succeed in a digital-first world.
With the launch of AI Max for Search Campaigns, those businesses now have an additional tool — one that not only understands their goals but helps them get there faster.
AI Max will begin rolling out in open beta globally — including in Africa — later this month.
Telecom
Google Finally Allows Users to Change Gmail Address, Keeps Data and Services Intact

Google has unveiled a new feature that allows Gmail users to change their existing email addresses without losing data or access to services, marking a major shift in the company’s long-standing policy.

Gmail
According to an update on Google’s account help page, the new option enables account holders to replace their current @gmail.com address with a new one while retaining all associated data, including emails, photos, and integrations with services such as Google Drive, Maps, and YouTube.
The guidance, however, was first spotted on the Hindi version of Google’s support page, suggesting that the rollout may begin in India or Hindi-speaking markets before expanding globally.
The English-language support page still carries the older advisory that Gmail addresses “usually cannot be changed.”
Google explained that under the new policy, users who update their Gmail address will automatically keep their original address as an alias.
This means emails sent to the old address will continue to arrive in the inbox, and the original address will remain valid for signing in to Google services.
Previously, users seeking a new Gmail address had to create an entirely new account and manually transfer their data, a process that often disrupted third-party app integrations. The new feature eliminates that inconvenience, ensuring continuity for users.
The company further clarified that while users can reuse their old Gmail address at any time, accounts that change their address will face certain restrictions.
These include a 12-month waiting period before another new Gmail address can be created, and the inability to delete the newly chosen address once it has been set.
Google assured users that all existing data would remain intact after an address update, including stored photos, messages, and emails.
The gradual rollout of the feature indicates that full global adoption is expected in the coming months, a move likely to be welcomed by millions of users who have long requested the ability to update their Gmail identities without starting afresh.
Telecom
Nigeria’s Internet Usage Hits 1.24m Terabytes – NCC

Nigerian Communications Commission (NCC) has said that Nigeria’s internet usage reached a record 1.24 million terabytes in November 2025.

According to the latest data from the NCC, the figure rose modestly from 1.235 million terabytes in October, reflecting steady growth in digital activity across the country.
Broadband penetration in Nigeria crossed the halfway mark in November 2025, reaching 50.58 per cent, up from 45.61 per cent in January, the telecoms regulator reported.
The figure, however, falls short of the 70 per cent coverage target outlined in the National Broadband Plan 2020–2025, which expires this month.
The country had roughly 109 million broadband subscriptions by November. Growth has been uneven, hindered by infrastructure and regulatory constraints, including frequent fibre-optic vandalism that triggers 30 to 43 network cuts daily, high right-of-way fees, and declining subscriber numbers earlier in the year.
Expansion of mobile networks, particularly 3G and 4G services, alongside limited 5G rollouts in urban centres, affordable smartphones, and competitive data plans, has driven uptake.
Investments in the National Communications Backbone and private-sector initiatives have also improved access, especially in underserved areas.
While Nigeria is gradually improving digital inclusion, achieving the original broadband plan remains challenging due to high infrastructure costs, coverage limitations, and deployment hurdles.
The NCC maintains that continued investment in mobile networks and broadband infrastructure will sustain gradual growth in the sector.
Commenting on the development, some Nigerian analysts attributed the surge to the broader mobile and broadband adoption and the growing appetite for streaming, online learning and other digital services.
According to the analysts, the figures suggest that internet connectivity is no longer a luxury but a necessity for both business and leisure, underscoring the slow but steady expansion of Nigeria’s digital economy.
Telecom
NCC Ranked Among Top 3 MDAs for Best Website Performance in 2025

Bureau of Public Service Reforms (BPSR) has named the Nigerian Communications Commission (NCC) among the top three Ministries, Departments and Agencies (MDAs) of the Federal Government with the Best Ranking in Website Performance for 2025.

L-R: Head Special Projects, Nigerian Export Promotion Council (NEPC), Salamatu Andu; Executive Commissioner, Technical Services, Nigerian Communication Commission (NCC), Engr. Abaraham Oshadame; Director General Bureau of Public Service Reforms (BPSR), Head Customer Support Service, Galaxy Backbone, Rosemary Ehize; Secretary to the ES. Nigerian Content Development and Monitoring Board, Tahir Aminu at the BPSR award ceremony for top four MDAs in BPSR Website Performance and Ranking 2025 at the BPSR office on Tuesday, 23rd December, 2025.
This is coming barely three weeks after the telecom regulator was recognized as one of the top five best-performing Federal Government agencies for 2025 by the Presidential Enabling Business Environment Council (PEBEC) – a testament to the Commission’s consistency in investment in technology for ensuring efficient service delivery.
In the BPSR 2024/2025 scorecard ranking of agencies’ websites, the NCC came second in the ranking, trailing behind Galaxy Backbone Limited, which came first while the Nigeria Export Promotion Council (NEPC) clinched the third position, from a pool of 235 MDAs, whose website were evaluated.
BPSR deployed 14 evaluation criteria in include MDA’s website compliance with .gov.ng domain name, appearance and aesthetics (look and feel) of the website, content, relevance to MDAs mandate/government policy and the website’ structure.
Others include website’s responsiveness (device compatibility), security, load time, usability/ease of navigation, availability/uptime, functionality, interactivity, accessibility and capacity building.
The recognition was announced at the official release of Federal Government 2024/2025 Scorecard Ranking for MDAs’ Website held at the Federal Ministry of Finance Auditorium in Abuja on Monday (December 22, 2025) while the award presentation took place at BPSR’s Office on Tuesday (December 23, 2025).
The award, which is an important index metric of the National e-Government Masterplan for determining the Nigeria e-Government Status, was received by the Commission in recognition of its commitment to maintaining a world-class website that enhances service delivery to the citizens.
Receiving the award on behalf of the Executive Vice Chairman of the NCC, Dr. Aminu Maida, the NCC’s Executive Commissioner, Technical Services, Abraham Oshadami, appreciated the BPSR for the recognition, describing the award as “another encouragement for the Commission to be a better public service institution leveraging digital platforms such as our web presence to enhance public service delivery to our various stakeholders, thereby implementing the Federal Government’s Ease of Doing Business policy direction.”
While presenting the award to the NCC, alongside other two agencies, BPSR’s Director-General, Mr. Dasuki Arabi, commended the top three for their proactive decisions in maintaining world-class websites, which are compliant with the Federal Government’s policy direction in effective and efficient service delivery to the citizens.
According to the DG, the 2024/2025 MDA’s websites’ ranking represents a collective effort of federal public institutions in Nigeria to be transparent, accountable and open in governance, as well as a confirmation to align with global best practices in service delivery to the citizens.
Developed about six years ago, Arabi said as a result of the annual ranking, more public institutions have indicated readiness to embrace reforms, and align with the policy direction of the current administration’s Renewed Hope agenda on improve governance for effective service delivery, as introduced by His Excellency President Bola Ahmed Tinubu.
“The ideals of harnessing and deploying technological tools for service delivery has become imperative following the COVID pandemic, and distortions of socio-economic system of nations, culminating in the evolution of competitiveness, cost effectiveness, and agile governance.
“As engine room of governance, it behoves on us in the public service to perform our statutory duties and we must put in place technological innovations and standardized websites to operate services as well as deliver service needs to citizens,” he said.
The Scorecard exercise, he said, is part of the BPSR reform broader function of conducting research on reform implementation efforts and presenting ‘best practice’ models to the entire Public Service, and to among others, improve access to government information, facilitate seamless financial transaction, eliminate corruption and cyber theft, as well as facilitate access to government services.
Speaking on the rigorous nature of the exercise that produced the top three winners, the DG said “in the past few weeks members of the Scorecard Jury drawn from inter-Ministerial Agencies, had worked tirelessly to mill websites of selected MDAs through a rigorous process of enduring criteria for the ranking and the outcome had also passed through a quality assurance mechanism to validate the outcome.”
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