Broadcasting
AI and ‘phygital’ experiences re-set to reshape the customer journey in 2024

By Andrew Egan, Africa Regional Sales Director at Infobip
With brands recognising the power of conversations, AI-driven solutions, and phygital experiences, consumers can anticipate more personalised, seamless, and satisfying engagements with businesses this year. As technological innovations continue to shape the business landscape, 2024 is poised to be a transformative year for customer experience. However, businesses must keep an eye on the emerging trends shaping the landscape as they realign their strategies to prioritise customer satisfaction.
Balancing customer experience trends against business process optimisation
Increasingly, the emphasis on Customer Experience (CX) is prompting organisations to adopt creative ways to use customers to start, and sometimes complete, the processing journey against an item of work. As businesses look to grow customer acquisition or reduce processing costs, it is becoming evident that Generative AI and Interactive AI are critical tools for improving cost-of-service ratios or Life Time Value: Customer Acquisition Costs (LTV: CAC) ratios for improved x-selling and upselling outcomes. In line with this, identifying work types for automation is key to quantifying how much effort organisations can remove from their support centres and what Capex or Opex costs can be optimised. Additionally, businesses must understand their customers’ behaviour and their choice of when, how, and if to engage with a brand.
CX is not merely about providing a channel to customers or a five-star rating at the end of a call. It is about ensuring that customers return to the brand, measuring and appreciating customer behaviour across your digital ecosystem, and knowing when to support them or when to sell to them. In many environments, improving business processes with tools such as Generative AI or Interactive AI results in a downstream impact of improved CX. Hence, organisations should look at the business challenge to be solved before attempting to resolve the issue of CX in isolation.
End-to-end conversational journeys with businesses and brands
As consumers seek an enhanced customer experience, they will increasingly demand two-way conversational interactions with a business or brand through the same channels and chat apps they use with their families or friends. They will also desire a seamless experience rather than switching between devices and channels.
Until now, brands have been reimagining this journey through a conversational lens, where much of the user journey is directed through a single chat app or digital channel like WhatsApp. The focus now shifts from merely adopting these channels to perfecting the end-to-end conversational experience.
Thus, we can expect to see the emergence of truly end-to-end platforms, where customers can click through an advert on Instagram, educate themselves about a product, click to purchase, pay, receive delivery notifications, and complete a satisfaction survey within a single conversational thread on WhatsApp.
META, with WhatsApp, is leading this revolution, with new features such as Flows and Payments facilitating users to transition smoothly from viewing an Instagram ad to making a purchase, all within the platform. Leading brands like Google and Apple are also making waves in this space, and more platforms are likely to follow.
The move from generative AI to interactive AI
Generative AI, or Gen-AI, has made remarkable progress, especially in customer support. This technology has been instrumental in auto-generating content for messages and emails and AI-driven bots that can handle basic queries.
However, the future lies in interactive AI, where, according to British AI researcher and entrepreneur Mustafa Suleyman, “bots that can carry out tasks you set for them by calling on other software and other people to get stuff done.” In line with this, analysts predict the emergence of a federation of different bots and AI algorithms being used to trigger different actions across the customer journey.
These advanced tools will be central to marketing and sales automation, answering product-related questions, scheduling deliveries, and managing payments. Integrations will span from generating campaign content to providing AI-driven chatbot interactions, ensuring fluid, human-like conversations with the customers, all within a customer’s favourite channel.
The rise of the super app
The ‘super app’ concept has gained significant attention in recent years, with platforms such as WhatsApp, WeChat, and various others. These platforms, boasting billions of subscribers, present a golden opportunity for brands to integrate and offer their products and services. Tech billionaire Elon Musk described WeChat as “Twitter, plus PayPal, plus a whole bunch of other things, and all rolled into one with actually a great interface.”
Telegram appears to be moving towards this model, announcing in September last year that “developers can (now) use JavaScript to create infinitely flexible interfaces that can be launched right inside Telegram — and can completely replace any website.”
Envisioned as multi-purpose hubs, these apps will evolve into platforms where users can seamlessly interact with multiple brands.
The rebirth of virtual reality and augmented reality
However, things are also heating up in the virtual reality (VR) and augmented reality (AR) space. META recently launched its new generation of Ray-Ban META smart glasses. Among other updated features, these will integrate META’s AI-powered, advanced conversational assistant. By saying “Hey META,” users can engage with META AI to spark creativity, get information, and control features. Apple has also unveiled its much-anticipated Vision Pro headset, a mixed-reality device capable of both VR and AR experiences.
These products signify a step change in the world of AR and VR, which has, until now, been seen by many as somewhat gimmicky. It is expected that VR and AR will transition from merely PR stunts to real-world use cases. Using these tools, businesses and brands can create exceptional, awe-inspiring experiences on a scale that has never been possible in the physical realm.
Phygital experiences
Against this backdrop, it is anticipated that further convergence of the physical and digital realms will occur, with businesses and brands crafting captivating ‘phygital’ experiences tailored to customer preferences in real-time. Retailers will further weave technology into their brick-and-mortar stores, leveraging data to personalise what customers hear, smell, and see. Simultaneously, e-commerce platforms will explore the potential of virtual and augmented reality, pioneering a new age of digital retail.
Numerous examples already demonstrate this concept in action, like retail brand Marks & Spencer’s AR shopping app, which allows customers to walk around a store with the app using an AR filter to direct them to the location of specific items. As this technology develops, it will help customers experience products as if they were already in their possession, allowing them to make informed decisions about what they buy.
More to come
This year promises to be an exciting year for customer experience. With brands recognising the power of conversational interfaces, AI-driven solutions, and phygital experiences, consumers can anticipate more tailored, seamless, and delightful interactions.
Broadcasting
MultiChoice Starts Reorganising Operations to Enable Canal Plus Takeover

MultiChoice’s plans to reorganise its operations in preparation for its deal with French media giant Canal+ have become unconditional.
According to Multichoice, the implementation of the various steps of the process will now start.
“As previously advised, the reorganisation is to be undertaken in order to enable the implementation of Canal+’s Mandatory Offer for Multichoice, and forms part of the conditions imposed by the South African Competition Tribunal when approving the Mandatory Offer,” it said.
The mandatory offer is Canal+’s move to acquire all the issued ordinary shares of MCG not already owned by the group, excluding treasury shares, from MCG shareholders for a consideration of R125.00 per share, payable in cash.
The South African Competition Tribunal approved the proposed transaction, subject to agreed conditions, in July 2025.
As the parties previously disclosed, the agreed conditions include a robust package of guaranteed public interest commitments.
The package supports the participation of firms controlled by Historically Disadvantaged Persons (HDPs) and Small, Micro and Medium Enterprises in the audio-visual industry in South Africa.
This package will also maintain funding for local South African general entertainment and sports content.
The reorganisation process will see Multichoice adopt a takeover structure, which will ensure it meets the requirements of all applicable laws, such as restrictions on foreign ownership and control of South African broadcasting licences.
The structure includes Multichoice (Pty) Ltd (previously referred to as ‘LicenceCo’), which contracts with South African subscribers, being carved out of the Multichoice Group and becoming independent.
The Multichoice/Canal+ group would own 49% of this company, with 20% voting rights, aligning with regulatory restrictions on foreign control of licences.
The rest of the control of LicenceCo will be held by various groups, including Phuthuma Nathi Investments Limited, 13th Ave Investments Proprietary Limited, Identity Partners Itai Consortium Proprietary Limited (IPIC) and the Multichoice Workers Trust.
These groups entered into several transaction agreements on 1 August to achieve this.
Under the agreements, the groups will subscribe to various classes of shares in LicenceCo, giving different economic and voting interests.
The group said that an updated timetable for the offer will be published once the implementation of the reorganisation has been concluded.
Broadcasting
MultiChoice Nigeria Joins NECLive 2025 as Official Sponsor to Propel Africa’s Creative Enterprise

MultiChoice Nigeria has confirmed its participation as an official sponsor of NECLive 2025, the premier conference dedicated to advancing Africa’s creative enterprise. The event is set to take place on Friday, November 28, 2025, at the Landmark Centre in Lagos.
As a leading entertainment company behind platforms such as DStv, GOtv, Showmax, and Africa Magic, MultiChoice Nigeria’s involvement strengthens NECLive’s position as a major industry gathering where visionary creatives and industry leaders converge. The partnership supports the 2025 conference theme, “Powering Africa Through Creative Enterprise,” reflecting MultiChoice’s dedication to showcasing authentic African stories and fostering sustainable growth within the continent’s creative and entertainment sectors.
John Ugbe, CEO of West Africa, MultiChoice, emphasized the company’s commitment to enriching the lives of professionals in Africa’s creative industries and expressed excitement about deepening relationships with stakeholders across West Africa and beyond.
Ayeni Adekunle, NECLive Convener, highlighted the significance of MultiChoice’s sponsorship, noting that their platforms have been instrumental in demonstrating the economic impact of creative enterprise in Africa. This collaboration will enhance networking opportunities and provide creatives unprecedented access to insights from MultiChoice Nigeria’s leadership.
NECLive 2025 is expected to reach over 10 million viewers globally through various platforms including DStv and GOtv. The event, organized by Netng, BHM, and ID Africa with Huce Valeris as production partner, will be hosted by popular media personalities Tee A and Bolanle Olukanni. Since its inception in 2013, NECLive has engaged over 100,000 participants, 500+ industry leaders, and more than 100 million viewers, solidifying its role as Africa’s foremost creative and entertainment industry platform .
Broadcasting
One Nigeria: How Governor Mbah Is Leading the Azikiwe Dream

By Majeed Dahiru
A few weeks to his inauguration as governor of Enugu state on May 29 2023, I had my first meeting with Peter Mbah along with a few other colleague media personalities. The meeting, which was at the instance of my good friend, brother and perhaps one of Nigeria’s best media relations guru, Uche Anichukwu, held at the Abuja Transcorp Hilton. Present at the meeting was also my good friend Ifeanyi Ossai, then deputy governor- elect of Enugu state. For many years, I have been deeply connected to the political leadership of Enugu state to the extent that the state has become my second ‘’state of origin’’. And in these years, I have come to appreciate a leadership value system that is firmly hinged on a deep connection between the political leaders and the people of Enugu state.
In my close interaction with leading lights of Enugu state such as former Governor Ifeanyi Uguwanyi , former Deputy Senate President Ike Ekwerenmadu, former house of representative members Patrick Asadu and Toby Okechukwu among many others, I have come to the realization that if there is one state in Nigeria where democracy is truly work in progress then it is my second home state.
But throughout my years of involvement in Enugu affairs, I never met Peter Mbah, who by then was busy carving a niche in the ecosystem of Nigeria’s organized private as a leading player in the oil and gas industry as the chairman of Pinnacle until the Abuja meeting. At the meeting, Peter Ndubuisi Mbah, a lawyer, business man and politician who previously served as chief of staff in the administration of former governor Chimaroke Nnamani, in a very calm, composed and stoic mien, took us through his vision for the state. In fact, he reiterated his campaign promises including the creation of a 30billion dollar economy, resuscitation of urban water supply, ending sit at home, upgrading of health facilities and most importantly the building of smart schools to usher Enugu children into a future that is today. Listening keenly to this gentleman, I saw a serous minded man who means the business of governance.
Satisfied that Peter Mbah knew exactly what he wanted to do as governor, I decided to quip in a little suggestion on the need for him to run a government that should be inclusive of all Nigerians resident in the state irrespective of ethnicity and religion, especially given the fact that Enugu was the former regional capital of the old Eastern Region. I specifically made this suggestion to the incoming governor, because of the widespread perception that the Igbo people of Nigeria are not accommodating of other groups as they are accommodated outside their eastern heartland home region and this issue is often weaponized against individual politicians seeking the highest office in the land from one of Nigeria’s most important sections. As I made this appeal, Governor Peter Mbah, an otherwise straight-faced man with an expressionless mien, let out a smile of appreciation without saying a word. Little did I know that I was preaching Catholicism to the Bishop of Rome.
The recent controversy surrounding the abandonment of a multi-billion naira contract for the construction of Governor Mbah’s smart schools across the state, which was awarded to Olasijibomi Ogundele, a Lagos based Yoruba property developer has clearly revealed Peter Mbah as a detribalized pan Nigerian nationalist who is leading and living out the vision of the Great Zik of Africa of one united Nigerian nation of citizens away from a fractured country of disunited tribesmen. After all it all began in 1952, when Nnamdi Azikiwe’s NCNC party threw up Mallam Umaru Altine, a Hausa speaking Muslim from northern Nigeria, who was resident in Enugu city as the Mayor of the regional capital of the Nigeria’s Igbo homeland; a feat in national integration that has remained a reference point in national unity for more than half a century.
This commentary is not about the business dispute between Brethren Olasijibomi Ogundele and Enugu state government but more about the fact that Governor Peter Mbah has shattered the myth or if you like the fallacy and falsehood about Ndigbo not being accommodating of others as they want others to accommodate them. By entrusting some of his most important project in the hands of ‘’others’’ Governor Mbah’s action has clearly vindicated the Igbo people of Nigeria and rebranded their image as a people who truly believe in the philosophy of ‘’Nwanne di na Mbah’’ [a brethren can be found in foreign land]. Interestingly, Olasijibomi Ogundele is not the first and only beneficiary of Enugu state government patronage within the context of this commentary.
Recently, the Governor commissioned five ultra-modern bus terminals in Enugu state as part of his administration’s transportation master plan to provide affordable and seamless interconnectivity across the state’s major towns and city centre. Four of those terminals were constructed by Planets Projects; a Lagos based construction whose major promoter is Eng Biodun Otunola. The modern Oshodi Bus terminal in Lagos was constructed by this firm. Similarly, the multi-billion naira Enugu state Command and Control Centre, which is reported to be the biggest in Nigeria with AI-enabled surveillance cameras across the state vide fibre optic cables, was built by Hajaraisan Nig LTD. The Managing Director and Chief Executive Officer of the company is Aminu Uba Miko, an indigene of Kano state, while Ibrahim Shehu from Jigawa state was engaged to develop the Enugu State Vehicles’ Identification System Software. And XEJET, the operator of the recently launched Enugu Enugu Air; an Enugu state owned airline was founded by Emmanuel Izah from Kogi state.
The good thing about these engagements is that they were competitively bided for but the Yoruba or Hausa ethnicities of Enugu state government’s preferred bidders did not limit or diminish their chances of winning the contract in Peter Mbah’s Enugu. Just as Planets Project has a track record in transport infrastructure construction and management, so does Olasijibomi’s Sujimoto Property construction firm have a solid track record as pioneers of smart buildings in Africa. That the Enugu state government has taking steps to sanction Olasijibomi Ogundele clearly shows that Governor Mbah has no incestuous relationship with the young man and that his engagement was purely based on the belief that he can deliver on the job.
Away from these few cases amongst many others, Governor Mbah in making strategic appointments in Enugu state has demonstrated the oneness of Nigeria, where the principles of inclusion, equity and justice reigns supreme. The Managing Director of Enugu state Broadcasting Service is Ladi Akeredolu-Ale, a veteran broadcaster from Ondo state, while theman helping Governor Peter Mbah to drive his vision for available, accessible and affordable healthcare is Dr Yomi Jaye, his Special Adviser on Health Matters. To boost the IGR of the state, Governor Mbah hired Adenike Okebu as his Senior Special Assistant on Revenue. While Alh Abubakar Yusuf Sambo serves as the governor’s Senior Special Assistant on Special Duties, the Commander of Enugu Forest Guard is Olamitisoji Akinbamilayo, a retired Deputy Commissioner of Police who served in the Enugu state Command. The retired DCP was in charge of operations when Governor Mbah directed the full implementation of the ban on sit-at-home and other violent activities by miscreants. For his meritorious service to the state, DCP Akinbamilayo was retained by the state as part of its security management team.
Peter Mbah’s Enugu state is the Nigeria of our dreams. And when the Igbo people of Nigeria are accused wrongly, they should point in the direction of Peter Mbah’s Enugu State. Like I have consistently maintained, Nigerians are essentially one people and the various ethnic groupings are simply members of the same family that are living in different parts of the family compound. A movement from one part of the family compound to another should not render a member of the family an outsider inside his/her family compound. This is called citizenship. And as citizens of Nigeria, we should be free to reside in any part of the federation without the dichotomy of ‘’indigene and settler’’ wherein one’s ethnicity can enhance or diminish access to state provision and protection. The fundamental condition preceding national development and security of any sovereign entity is the social cohesion, national integration and unity of the constituent peoples. Now we know why Peter Mbah’s Enugu State is working progressively.
Dahiru is an Abuja-based public affairs analyst
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