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.
The Nigerian Communications Satellite Limited (NIGCOMSAT) has unveiled Accelerator Cohort 3.0 as part of efforts to strengthen Nigeria’s space technology ecosystem and support the growth of local startups.
The initiative will be a major highlight of the 2026 Nigerian Satellite Week scheduled to hold on March 30 and 31 in Abuja, where key players in the satellite and digital infrastructure sectors are expected to converge.
In a statement signed by Stephen Kwande, the Head of Corporate Communications, the company described the new accelerator as its most direct investment in building long-term competitiveness within Nigeria’s space economy.
According to NIGCOMSAT, the programme is designed to support early-stage ventures working across satellite applications, last-mile connectivity, agriculture, logistics and other areas where space-based technology can drive impact.
The company said previous cohorts of the accelerator had already contributed to developing innovative solutions and building the human capacity needed to position Nigeria for the next phase of the global space industry.
“With Cohort 3.0, we are making it clear that the accelerator is not a pilot project but a permanent feature of how Nigeria develops its space-tech companies,” the statement said.
NIGCOMSAT noted that the Nigerian Satellite Week has grown into a major platform for policy discussions, partnerships and investment in the sector.
The 2026 edition is expected to attract top government officials, defence leaders, development finance institutions and technology entrepreneurs from across Africa.
Jane Egerton-Idehen, managing director of NIGCOMSAT, said the event also marks two decades of Nigeria’s journey in the space economy.
“Twenty years ago, Nigeria took a bold step to secure its place in space. What we are seeing today is the result of consistent effort and vision,” she said.
She added that the company is focused on shaping the next phase of growth through innovation, partnerships and investment in local talent.
NIGCOMSAT also highlighted recent milestones, including a Low Earth Orbit connectivity partnership with Eutelsat, improved revenue performance and increased global recognition in satellite operations.
Other activities lined up for the event include a Startup Demo Day, where selected African startups will pitch their ideas to investors, and a stakeholders’ forum to discuss policies and infrastructure needed to scale Nigeria’s satellite economy.
The company said the initiative reflects the growing role of satellite technology in national development, particularly in areas such as communications, security and digital services.
NIGCOMSAT, established in 2006 and wholly owned by the Federal Government, provides satellite-based services including telecommunications, broadcasting and broadband across Nigeria and parts of Africa.
The Federal Government has unveiled a N12bn Digital Economy Research Fund aimed at strengthening evidence-based policymaking and supporting Nigeria’s long-term digital transformation agenda.
Dr. Bosun Tijani, the Minister of Communications, Innovation, and Digital Economy, disclosed this in a statement issued on Saturday, announcing the launch of an expression of interest for the National Digital Economy Research Clusters.
“Today my heart is filled with deep joy as we announce the Expression of Interest for the National Digital Economy Research Clusters, a N12bn research funding scheme designed to place ideas, evidence, and research at the centre of Nigeria’s digital transformation,” the minister said.
According to him, the programme is being funded under Project BRIDGE, a federal initiative to deploy 90,000 kilometres of fibre optic backbone infrastructure across Nigeria to expand connectivity and enable a modern digital economy.
“This programme is being funded under Project BRIDGE, our initiative to deploy 90,000km of fibre optic backbone infrastructure across Nigeria to expand connectivity and enable a modern digital economy,” he said.
The minister noted that as the government expands digital infrastructure nationwide, research-backed approaches are required to ensure inclusive benefits.
“As we deepen our digital infrastructure coverage, thoughtful, evidence-based approaches are required to be deployed in society to ensure everyone benefits from this significant investment,” he added.
He observed that digital policy decisions are often shaped by market forces and political cycles rather than rigorous research and long-term thinking. “Too often, the ideas shaping digital policy come predominantly from markets and political cycles rather than from research, evidence, and long-term thinking,” the statement said.
Under the initiative, six national research clusters will be established across key pillars of the digital economy, including connectivity and meaningful use; digital public infrastructure and government services; digital skills and human capital development; digital economy and jobs; online trust and consumer protection; as well as artificial intelligence and emerging technologies.
The clusters will be led by up to 36 professors drawn from Nigerian universities, working alongside international academic partners, with more than 200 researchers, including postdoctoral fellows and PhD candidates, expected to generate policy-relevant research.
“For me, the goal goes beyond research output. We are looking for better policies that lead to stronger institutions and a more prosperous society,” the minister said.
He described the initiative as one of the ministry’s most meaningful programmes, noting that it is intended to produce ideas that will outlast any single administration. “Because nations that lead the future are not simply those that deploy infrastructure; they are the ones that cultivate ideas,” he said.
The ministry invited academic and research institutions interested in participating to review the Terms of Reference released alongside the EOI and submit proposals to lead or collaborate within the national research clusters.
It added that a press conference would be held in the coming week to provide further details and engagement opportunities for vice-chancellors and research institutions across the country.
Nigerian Communications Commission (NCC) has directed Mobile Network Operators (MNOs) to compensate subscribers experiencing poor network service across the country.
The Commission said the directive was part of efforts to ensure that consumers are not made to bear the burden of service failures when operators fall short of required standards.
Under the new regulation, telecom operators will be required to provide compensation directly to affected subscribers for breaches of Quality of Service (QoS) Key Performance Indicators (KPIs).
According to the NCC, the compensation will be issued in the form of airtime credits, calculated based on subscribers’ average usage and their presence within specific Local Government Areas where service disruptions occur.
The Commission emphasised that telecommunications services remain critical to economic activities, social interactions, and access to digital opportunities, noting that poor service delivery negatively impacts productivity and public confidence.
It explained that while regulatory fines have traditionally been used to sanction operators, the new approach prioritises consumer protection and strengthens accountability within the telecommunications sector.
The NCC added that the measure would complement existing efforts to monitor service quality and enforce compliance with performance standards.
In addition, the Commission directed tower companies responsible for telecom infrastructure, such as network masts, to reinvest fines imposed on them into infrastructure upgrades with measurable outcomes.
The regulator reiterated its commitment to ensuring that operators invest in network resilience, expand capacity, and improve infrastructure to meet growing demand.
It also pledged to continue deploying regulatory mechanisms that promote fairness, transparency, and accountability across the industry, while ensuring that subscribers receive the quality of service they deserve.
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