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.
Nigerian Communications Commission (NCC) has said that it has successfully eliminated users of unregistered subscriber identity modules (SIM), from the Nigerian telecommunication network, a development that can boost national and cyber security.
Eng. Aminu Maida, executive vice chairman of NCC,
Eng. Aminu Maida, executive vice chairman of NCC, who disclosed the information at a media briefing in Abuja on Monday, said, however, that it was beyond the scope of the agency to control the names with which some customers used in registered their SIMs.
The NCC CEO pointed out that while the commission had successfully removed unregistered SIMs from its network, some strange names being attached to some of the subscribers reflect what the owners used while registering with their operators.
“No unregistered SIM is operating on the network as of today, but there may be people using names they did not register with, apparently to mask their identities. We cannot control the names attached to each SIM, as they reflect what the owners used at the time of registration with their respective operators,” the EVC said.
“While NCC cannot control that behaviour, it is to be noted that it is an offence to use fake names to make or receive calls in Nigeria,” Maida warned.
The EVC, however, said that the commission has put necessary measures in place to ensure sanity and stability in the industry so that every user can determine the best network operator to patronise based on performance, service delivery and charges.
He said the commission would, in September this year, launch a public map to show subscribers which of the telecoms networks provides the best service and tariff plan to determine which to patronise based on their locations.
Mr. Maida said for the industry to make the required progress and serve the interests of the people, there is a need for a fresh injection of capital from outside the industry, adding that the commission had already revised a series of good governance guidelines to guide operators in the industry.
According to him, the guidelines are aimed at promoting transparency, accountability and boosting investors’ confidence and customers’ trust in the industry.
He said, “The need for good corporate governance guidelines requires that operators in the industry must provide audited reports to boost investors’ confidence and earn the trust and confidence of their customers”.
The ECV explained that the commission approved the recent tariff hike for the industry due to the fact that there had not been any cost-reflective tariff adjustment for a decade, adding that the commission was mindful of the need to protect the interests of both the operators and Nigerian subscribers.
On the issue of threats to telecoms infrastructure nationwide, the EVC announced that he would soon meet with governors to discuss the need for them to team up with NCC to protect telecoms infrastructure in their domains and to also eliminate multiple taxes on the operators so as to improve service delivery and ensure national security.
The West Africa Telecommunications Regulators Association (WATRA) has commended Nigeria for its exemplary leadership in broadband infrastructure mapping, following the successful ITU Africa Broadband Mapping (BBMaps) National Event recently held in Abuja.
The national event marked a key milestone in the pilot phase of the Africa-BB-Maps initiative, a flagship project of the International Telecommunication Union (ITU), implemented with funding from the European Union. The four-year (2025–2028) programme aims to support eleven Sub-Saharan African countries, including Nigeria, in establishing harmonized national broadband mapping systems to accelerate digital development and investment.
WATRA’s Strategic Engagement
Representing WATRA at the event, Mr. Ruffus Samuel, Principal Manager for Partnerships, contributed to a high-level session titled “Context and Current State – Intervention by International Partners”. WATRA highlighted the importance of broadband mapping harmonization across West Africa, stressing its potential to serve as a foundation for smart regulation, infrastructure investment, and regional digital integration.
WATRA Executive Secretary Aliyu Yusuf Aboki reaffirmed the organisation’s commitment to working closely with national regulators such as the Nigerian Communications Commission (NCC) to promote coordinated approaches to infrastructure mapping.
“Nigeria’s robust and transparent broadband mapping system stands as a model for the West African region,” said Mr. Aboki. “Through data-driven policymaking, we can close connectivity gaps and lay the groundwork for an inclusive digital economy.”
Nigeria’s Role as Regional Leader
The event spotlighted the NCC’s broadband mapping framework as a leading example for Africa. Participants from across the continent acknowledged the NCC’s technical capacity and policy foresight, underscoring Nigeria’s growing role in shaping regional ICT strategy.
The opening ceremony was presided over by Dr. Aminu Maida, Executive Vice-Chairman and CEO of the NCC, with notable participation from:
- Dr. Cosmas Luckyson Zavazava, Director, ITU Telecommunication Development Bureau
- Zissimos Vergos, Deputy Head of EU Delegation to Nigeria
- Inga Stefanowicz, Head of Green and Digital Economy, EU Delegation
- Senior representatives from ITU, ECOWAS, and national stakeholders
Key Recommendations and Outcomes
- Stakeholders recommended the creation of a National Broadband Mapping Task Force chaired by the NCC to coordinate data standards, governance, and updates.
- WATRA emphasized the importance of regional interoperability and pledged continued engagement with ITU, NCC, and development partners.
- The event underscored the necessity of collaboration among governments, regulators, infrastructure owners, and technical partners to ensure the reliability and usefulness of broadband data.
Toward Regional Digital Transformation
The Africa-BB-Maps initiative is aligned with the Africa–Europe Digital Regulators Partnership and the EU Global Gateway Strategy, both of which promote sustainable digital infrastructure development and cross-border cooperation. WATRA plays a critical role in translating these goals into actionable frameworks for its 16 member states.
“This initiative is more than mapping—it’s about enabling investment, expanding opportunity, and achieving our collective digital aspirations,” Mr. Aboki concluded.
MTN Group has announced a restructuring of its executive leadership team to strengthen the implementation of its Ambition 2025 strategy and drive long-term growth across key markets.
The telecommunications giant disclosed this in a statement on Monday, noting that the changes are aimed at enhancing operational efficiency and accelerating digital inclusion across Africa.
According to the statement, Dr Karl Toriola, Chief Executive Officer of MTN Nigeria, has been appointed Vice President for Francophone Africa, effective Nov. 1, 2025.
He will oversee operations in Cameroon, Côte d’Ivoire, Benin and Congo Brazzaville, while retaining his role as CEO of MTN Nigeria.
MTN said the appointment reflects its confidence in Nigerian leadership and underscores Nigeria’s strategic importance to the Group’s overall success.
Under Toriola’s leadership, MTN Nigeria became the first telecommunications company to attain ₦10 trillion in market capitalisation, driven by strong financial performance, innovation and operational excellence.
Toriola previously served as Vice President for West and Central Africa between 2015 and 2021, overseeing 13 countries.
Commenting on the development, MTN Group President and CEO, Ralph Mupita, said the leadership changes would support the accelerated execution of the Group’s strategy beyond 2025 and enhance value creation for stakeholders.
“These changes illustrate the depth of talent and experience across the Group,” Mupita said.
The restructuring aligns with MTN’s strategic focus on three core platforms: Connectivity, Fintech and Digital Infrastructure.
The Group said it is intensifying efforts to expand home broadband services, simplify digital offerings, scale financial services through a digital-first approach, and invest in fibre networks, data centres and AI-driven efficiencies.
MTN reaffirmed its commitment to leading digital solutions for Africa’s progress, noting that the leadership evolution is a key step towards achieving its long-term vision.
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