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How AI Agents can Step in as Consumer Trust Slips

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Salesforce’s latest State of the AI Connected Customer research reveals consumer trust in companies is at a record low and that AI is raising the stakes for brands.

Today, 60% of consumers believe that advances in AI make trust even more important, and with AI agents on the rise, the findings point to real opportunities for companies to win back consumers with trustworthy AI agents this holiday season. This opportunity is greatest with Gen Zers, with almost a third of Gen Z consumers saying they’d be comfortable having an agent shop for them.

Faced with a challenging holiday shopping season and sinking consumer trust, brands can’t afford to get AI wrong—especially as more than $200 billion in global online sales will be influenced by AI this holiday season.

AI agents, or intelligent software that understands and responds to customer inquiries without human intervention, can help companies drive higher margins and keep consumers buying by delivering incredible customer service. From alleviating clunky purchase experiences to difficult return processes, there’s an agent for that. But to build trusted customer relationships, brands need trusted AI agents that are grounded in transparency and the right data.

Consumers trust less, expect more

Consumer trust is at its lowest point in eight years, and advances in AI make earning that trust more critical than ever.

  • Nearly three-quarters (72%) of consumers trust companies less than they did a year ago

  • 65% feel companies are reckless with customer data

It’s not just about trust; consumers also expect best-in-class experiences.

  • 69% of consumers expect consistent interactions across departments

  • Nearly 60% of consumers prefer using fewer touchpoints to get information or complete a task

While better deals are a top driver for consumers to switch to a new brand, customer service experience, convenience, and consistent product or service quality drive more long-term brand loyalty.

  • 43% of consumers say poor customer service experience will stop them from making a repeat purchase from a company or brand

  • More than a third of consumers say that inconvenience, such as a difficult return process or clunky purchase experience, will cause brands to lose them

Younger consumers are most open to AI agents

The research shows Gen Zers and millennials are more willing than older generations to use AI agents to improve their customer experience by creating more personalised, or useful content.

Younger generations, in particular, hold companies to a higher standard when it comes to adapting to and anticipating their needs—43% of Gen Zers and millennials say AI raises the bar for customer experiences compared to just 32% of baby boomers.

Gen Z and millennial consumers are more likely than older generations to consider the benefits provided by agents.

Transparency is key to building consumer confidence in the AI agent era

Despite the promise of young shoppers, many consumers haven’t made up their minds on AI yet. Nearly half of consumers are neutral about AI’s impact on their lives, whether personal or professional.

In fact, many consumers feel a mix of suspicion (44%) and curiosity (41%) about the future of AI —revealing a ripe opportunity for companies to help consumers see and understand the benefits of AI agents.

  • Over a third of consumers would work with an AI agent instead of a person to avoid repeating themselves

  • 30% of consumers—even more among Gen Z and millennials (37%)—would work with an AI agent instead of a person for faster service

  • A quarter of consumers — even more among Gen Z and millennials (roughly one-third)—would share their personal information with an AI agent so it can better anticipate their needs

To build confidence in the agent experience, businesses need to bridge the trust gap through more transparency.

  • Nearly 75% of consumers want to know if they’re communicating with an AI agent

  • 45% are more likely to use an AI agent if there’s a clear escalation path

  • 44% are more likely to use an AI agent if its logic is clearly explained

“Retailers face a much more competitive shopping season this year, as they look to deliver higher margins in the midst of increasing customer demands. AI agents can help brands deliver consistent, personalised experiences for shoppers across every channel – deepening customer loyalty and ultimately driving more sales,” says Linda Saunders, Salesforce Director Solutions Engineering Africa.


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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

Telecom

Telcos: How and Why Network Services have Been Poor

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Telecommunications operators (telcos) in Nigeria have explained that the recent poor quality of network services experienced across the country is largely due to the widespread vandalism and theft of critical telecom infrastructure, not a failure on their part.

Telcos: How and Why Network Services have Been Poor

Gbenga Adebayo, chairman, ALTON

The operators, under the aegis of the Association of Licensed Telecommunications Operators of Nigeria (ALTON), said their efforts to improve services through massive investments and network upgrades are being undermined by unchecked sabotage and the lack of sufficient protection from security agencies.

They warned that unless urgent action is taken, the situation could worsen in the coming days, affecting not just voice and data services but also key sectors like banking, education, healthcare, and national security that rely on stable telecommunications.

A top official from one of the major mobile network providers, who spoke anonymously, said operators had kept their promise to enhance service quality following a recent tariff adjustment approved by the Nigerian Communications Commission (NCC), but their efforts are being eroded by relentless vandalism.

“At the wake of the marginal price adjustment that the NCC approved for the sector, we promised to optimize our networks to give Nigerians a very robust service,” the official said

“But what we are seeing after making such huge investments is that vandals are carting away our facilities without a challenge and selling them in open markets. That’s why services are a bit poor and that is why if nothing is done urgently, it will get worse.

In a statement jointly signed by Gbenga Adebayo, chairman, and Damian Udeh, publicity secretary, ALTON expressed deep concern over the scale and spread of infrastructure sabotage across the country.

“Since the Federal Government’s decisive interventions earlier this year to support industry sustainability, our members have committed unprecedented levels of investment in network optimization and capacity upgrades,” the statement read.

“New systems are being deployed, transmission equipment modernized, power systems overhauled, and thousands of kilometers of fiber optic networks currently being laid and expanded. Our industry has not seen this scale of investment in recent years. We are working round the clock to improve the quality of service nationwide and we cannot afford these setbacks.”

Between May and July 2025, the association recorded numerous cases of vandalism at telecom sites across Rivers, Ogun, Osun, Imo, Kogi, Ekiti, Lagos, Abuja, and several other states, resulting in widespread outages and degraded service quality for millions of subscribers.

Stolen assets include power cables, rectifiers, fiber optic and feeder cables, diesel generators, batteries, and solar panels, all vital for maintaining consistent network availability.

“These are not mere materials, but the backbone of our digital economy, security systems, and national communications grid,” ALTON said. “We are alarmed at the frequency, intensity, and geographical spread of these incidents.”

Telcos on poor network services also raised alarm over a thriving black market for stolen telecom equipment.

“Batteries are being resold for household and office inverters, solar panels are stripped from sites and traded to unsuspecting buyers, while diesel meant for powering telecom base stations is routinely siphoned and sold.”

In addition to vandalism, ALTON cited damage caused by road construction and civil engineering projects, which frequently destroy underground fiber optic cables, leading to unplanned service disruptions and financial losses.

The group has called on key security stakeholders, including the Office of the National Security Adviser (ONSA), the Inspector General of Police, the DSS, and the NSCDC to urgently step in and protect telecom assets nationwide.

 

 

 

 


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Glo Launches Nigeria’s First-of-its-kind Device Protection Plan

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Technology Company, Globacom, is making mobile phone protection accessible and affordable for its subscribers with the launch of its new Device Protection service, a pioneering initiative in Nigeria.

The innovative offering enables both new and existing Glo subscribers to protect their mobile devices against screen and water damage for a small premium.

In partnership with Cubecover, this service allows new and existing Glo customers to protect their mobile devices against common screen and water damage. Mojeed Aluko, Globacom’s Head of Value Added Service (VAS) explained that a minimal daily premium of just ₦50, or ₦300 weekly, and ₦600 monthly ensures that a customer’s device can be covered.

He stated that the micro-protection plan offers up to ₦50,000 for screen repairs or replacement once the device has maintained an active subscription for one month.

“As a responsive and innovative network, we are leveraging this opportunity to provide meaningful protection to our customers, helping them stay connected even in the event of accidental damage”, said Aluko, highlighting Glo’s commitment to innovation and customer support.

Subscribers who wish to enjoy the service should dial *7013*1# to enroll via USSD. They will then select a preferred daily, weekly, or monthly package. Payments are debited directly from customers’ Glo airtime. After payment, a link will be sent for a quick screen integrity test. After passing the test, the device’s IMEI is registered with Cubecover, thus securing coverage.

Deji Macaulay, Managing Director of Cubecover, highlighted that this collaboration with Globacom will reduce anxiety for users regarding accidental phone damage and repair costs.

“The device protection service is unique because of its simple enrolment process via mobile phones and its affordable micro-premiums. It is also fast as its tech-driven verification process eliminates delays and paper works. It also provides peace of mind for millions of Nigerians using smartphones daily”, Globacom added.

New customers without Glo SIMs can walk into any Gloworld shop across the country, purchase a SIM and any phone device of their choice and subscribe to the device protection instantly.

 


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MTN Executive Adeola Oduntan Emerges as Africa’s Supply Chain Leader of 2025

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L-R: Victor Esemezie, Senior Manager, Sourcing & SRM, MTN Nigeria; Olufunmilayo Jegede, Senior Manager, Facilities and Fleet, MTN Nigeria; Akin Naphtal, Group CEO, InstinctWave and CEO of Africa Procurement Summit Group; Adeola Oduntan, General Manager, Global Sourcing & Supply Chain Management, MTN Nigeria and Olademeji Shonubi, Senior Manager, Planning and Fulfillment, MTN Nigeria, during the 7th Africa Procurement & Supply Chain Awards where MTN Nigeria won 5 awards, held at the Oriental Hotel, Lagos.
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Adeola Oduntan, General Manager, Global Sourcing & Supply Chain Management at MTN Nigeria, has been recognised as Strategic Supply Chain Leader of the Year at the 7th Africa Procurement and Supply Chain Awards, highlighting individual excellence within the company’s broader operational success.

L-R: Victor Esemezie, Senior Manager, Sourcing & SRM, MTN Nigeria; Olufunmilayo Jegede, Senior Manager, Facilities and Fleet, MTN Nigeria; Akin Naphtal, Group CEO, InstinctWave and CEO of Africa Procurement Summit Group; Adeola Oduntan, General Manager, Global Sourcing & Supply Chain Management, MTN Nigeria and Olademeji Shonubi, Senior Manager, Planning and Fulfillment, MTN Nigeria, during the 7th Africa Procurement & Supply Chain Awards where MTN Nigeria won 5 awards, held at the Oriental Hotel, Lagos.

The award, presented at the Oriental Hotel in Lagos, recognises Oduntan’s role in transforming MTN Nigeria’s supply chain operations through digital innovation and strategic sourcing. His leadership has been instrumental in driving the company’s strong business performance, reflected in MTN Nigeria’s comprehensive local procurement framework that prioritises suppliers with genuine local value creation. Under Oduntan’s strategic guidance, the company has implemented sophisticated procurement evaluation criteria that allocates up to 25% weightage for local supplier participation, while conducting rigorous assessments to ensure local partners aren’t merely “trading entities” for foreign suppliers.

The connection between supply chain excellence and business results is evident in MTN Nigeria’s expanding customer base, with the recent landmark three-year national roaming agreement with 9Mobile, approved by the Nigerian Communications Commission in July 2025. This groundbreaking partnership, which enables 9Mobile subscribers to access MTN’s network infrastructure nationwide, exemplifies Oduntan’s strategic approach to infrastructure optimisation and collaborative partnerships that enhance service availability while maximising asset utilisation across the telecommunications sector.

“APSCHA has become far more than ceremony, it is now a strategic platform that amplifies the critical contribution of procurement and supply chain professionals not just within the organisation, but across the broader African development agenda,” said Akin Naphtal, Group CEO of InstinctWave.

Oduntan’s individual triumph formed part of MTN Nigeria’s performance at the awards, where the company secured five awards including Digital Supply Chain Innovation of the Year, Excellence in Strategic Sourcing, Sustainability and Local Content Champion of the Year, and Procurement & Supply Chain Team of the Year. This success reinforces the telecommunications company’s position as a leader in supply chain transformation across Africa’s business landscape.

The recognition comes at a time when supply chain leadership plays an increasingly strategic role in driving operational excellence and competitiveness across Africa’s telecommunications sector.


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