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

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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.


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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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Anambra State Government Launches SolutionLens to Drive Transparency and Citizen Engagement

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Anambra State Government has launched SolutionLens, a technology-driven platform aimed at enhancing transparency, accountability, and citizen engagement in governance.

Anambra State

The platform, developed through a collaborative effort by the Ministry of Budget and Economic Planning, the Ministry of Information, and the Anambra State ICT Agency, was unveiled on Thursday, May 15, 2025, at the Solution Innovation District (SID) Building in Awka.

Speaking at the launch, Mrs. Chiamaka Nnake, Honourable Commissioner for Budget and Economic Planning, described SolutionLens as a democratic tool that simplifies the Open Government Partnership (OGP) process.

She emphasized its role in planning, budgeting, and fostering investor confidence through community-based feedback mechanisms.

In her remarks, Mrs. Ogochukwu Orji, the State Coordinator of OGP, noted that SolutionLens is designed to shine a light on public projects, empowering citizens to ask questions, hold the government accountable, and ensure resources are used for the common good.

Key Features of SolutionLens
Centralized digital hub for government projects

Interactive maps with a user-friendly interface

Live chat feature to connect citizens directly with MDAs

A live demonstration of the platform was conducted, followed by the formal inauguration of MDA focal persons, who will ensure the platform remains updated and responsive.

Participants commended Governor Charles Chukwuma Soludo, CFR, for this forward-thinking initiative, describing SolutionLens as a game-changer in governance.

The government urged citizens to actively engage with the platform and spread awareness, emphasizing that this initiative will safeguard the integrity and prosperity of Anambra State for generations to come.


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Governor Hyacinth Alia Named Among Nigeria’s Top 50 Digital Economy MVPs for 2025

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Benue State Governor, Rev. Fr. Dr. Hyacinth Iormem Alia, has been named among the “50 Most Valuable Personalities (50MVPs) in Nigeria’s Digital Economy 2025,” a prestigious recognition celebrating visionary leadership in technology-driven governance.

Governor Alia’s administration has prioritized digital inclusion and ICT development, introducing groundbreaking initiatives that position Benue State at the forefront of Nigeria’s digital economy. Under his leadership, the government has established three key institutions: the Ministry of Communications, Innovation & Digital Economy, the Benue State Digital Infrastructure Company (BDIC), and the Benue State Digital Infrastructure Services Management and Enforcement Agency (BENDISMEA).

Since assuming office, Alia has launched several digital initiatives, including training over 40,000 civil servants in e-governance tools and equipping 10,000 youths with digital skills. Additionally, the government has set up 276 e-commerce hubs across council wards to support local businesses and young entrepreneurs.

The BDIC, a core driver of Benue’s tech transformation, has spearheaded projects in digital financial inclusion, AI education, and broadband expansion. The state has also partnered with the Digital Bridge Institute (DBI) to establish digital training hubs in all local government areas, targeting 23,000 trainees annually.

Alia’s recognition as one of Nigeria’s top digital leaders will be formalized at the West Africa Convergence Conference (WACC) 2025, scheduled for May 22 at The Colosseum, Lagos. The annual event, organized by Knowhow Media, brings together policymakers and innovators shaping Nigeria’s digital future.

Speaking on the selection process, Dr. Sola Afolabi, Chairman of the 2025 Nomination Committee, praised Alia’s contribution, describing his digital initiatives as “transformational steps that set the benchmark for technology-driven governance.”

Previous editions of the 50MVPs in Nigeria’s Digital Economy have honored notable figures such as Minister of Humanitarian Affairs, Prof. Nentawe Goshwe Yilwatda, and NDPC CEO, Dr. Vincent Olatunji.

Governor Alia’s reforms reflect a broader shift towards digital governance in Nigeria, highlighting the potential of technology to drive inclusive economic growth and efficient public administration.


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E-commerce Lessons for Scaling Nigeria’s Food Distribution

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By Diana Tenebe, Chief Operating Officer, Foodstuff Store

Nigeria stands at the cusp of an agricultural revolution with the ambitious plan to significantly transform its food and agriculture sector through the launch of the $510 million Special Agro-Industrial Processing Zones (SAPZ), financed by the African Development Bank and development partners. Fueled by the integration of cutting-edge technologies aimed at boosting food production and ensuring national food security. However, as yields increase, a formidable hurdle remains: the efficient and scalable distribution of this bounty across the nation’s diverse landscapes, often hampered by infrastructural limitations and logistical complexities.

Dr. Bosun Tijani, the Minister of Communication, Innovation, and Digital Economy, recently called on Nigerian farmers to prepare for digital and technologically advanced farming methods, emphasising their crucial role in boosting food production and security. Building upon this call for technological integration, and to truly unlock the full potential of Nigerian agriculture and ensure increased harvests translate to accessible and affordable food for all, the sector can draw invaluable lessons from the operational prowess of e-commerce giants like Amazon. Their success in navigating complex logistics and reaching vast customer bases offers a compelling blueprint for transforming Nigeria’s food distribution network.

Amazon’s dominance in the e-commerce realm is underpinned by a meticulously crafted logistics and supply chain system. Their significant investments in sprawling fulfillment networks, coupled with the strategic deployment of technology for route optimisation and real-time inventory tracking, have created an unparalleled engine for moving goods swiftly and efficiently. Furthermore, their optimisation of last-mile delivery, integration of automation within warehouses, and a hybrid approach blending in-house capabilities with shrewd partnerships underscore their commitment to scalability. This intricate ecosystem is designed to handle massive volumes and adapt to fluctuating demands – a crucial capability that Nigeria’s agricultural sector desperately needs.

Translating these principles to the Nigerian context requires a fundamental shift towards building a resilient delivery infrastructure specifically tailored for agricultural produce. This necessitates moving beyond traditional, often inefficient methods and embracing hybrid transportation models that account for varying road conditions and geographical challenges. Imagine a network that leverages a combination of refrigerated trucks for long-haul transport, smaller vehicles for navigating local terrains, and even innovative solutions like riverine transport where feasible. Integrating technologies like GPS tracking for real-time visibility of produce movement and strategically establishing a network of collection and distribution hubs across key agricultural zones can significantly streamline the flow of goods.

Implementing robust systems for real-time tracking of harvests and produce, mirroring Amazon’s inventory management, will be crucial in minimising spoilage and maximizing freshness as food travels from farm to consumer. Moreover, forging strategic alliances with existing local logistics providers, leveraging their on-the-ground knowledge and infrastructure, can provide a vital springboard for building a comprehensive network without starting entirely from scratch.

Beyond the physical movement of goods, the power of data, a cornerstone of Amazon’s success, holds immense potential for revolutionising Nigerian food distribution. Leveraging data analytics can provide invaluable insights into regional demand patterns, allowing for more accurate forecasting of optimal harvest and distribution times. This data-driven approach can help match agricultural supply with consumer needs with greater precision, reducing waste and ensuring that the right produce reaches the right markets at the right time – much like Amazon utilizes data for personalized recommendations and understanding customer purchase behavior. Imagine farmers making informed decisions about planting based on predicted market demands or logistics providers optimizing routes based on real-time demand fluctuations.

Furthermore, adopting Amazon’s unwavering focus on customer convenience and trust is paramount, especially when dealing with perishable goods. Establishing reliable delivery schedules, ensuring the quality and freshness of produce upon arrival, and implementing transparent processes throughout the supply chain are crucial for building confidence among both farmers and consumers. This might involve implementing quality control measures at various stages, providing clear communication about delivery timelines, and potentially even exploring traceability systems that allow consumers to understand the journey of their food.

Finally, navigating the complexities and dynamism of the Nigerian market demands a long-term vision and a high degree of adaptability, mirroring Amazon’s sustained focus and agility in the ever-evolving e-commerce landscape. The Nigerian agricultural sector must be prepared to iterate, learn from its experiences, and continuously refine its distribution strategies in response to local challenges and opportunities. This requires a collaborative approach involving government agencies, agricultural organisations, technology providers, and logistics companies working together to build a sustainable and efficient food distribution ecosystem.

By strategically adapting these e-commerce-inspired lessons in logistics, technology adoption, data-driven decision-making, and customer focus to the unique context of Nigerian agriculture, the nation can forge a distribution system capable of efficiently handling increased production. This transformative approach is not merely about moving food; it’s about ensuring that the fruits of Nigeria’s agricultural advancements reach every corner of the country, contributing significantly to food security, mitigating the rising cost of food, and ultimately cultivating a thriving and efficient agricultural future for all Nigerians.


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