Expert highlights role of AI in revolutionising communication in Nigeria

Communication expert and Creative Director of Media Accent, a Lagos-based Public Relations Agency, Dominic Nwelih, has highlighted the importance of Artificial Intelligence (AI) in the communication sector. He said AI is increasingly being used to craft effective communication strategies that resonate with audiences and drive business results in Nigeria.

Speaking on the issue, Nwelih, who is also the founder of Media Accent, said AI is revolutionising the way communicators approach their craft. According to him, AI is not just a buzzword; it’s a game-changer for communication strategies in Nigeria.

“By harnessing the power of AI, we can gain a deeper understanding of our audience, optimise our channels, and measure our impact like never before.

“One of the key ways AI is transforming communication in Nigeria is through data analysis. AI algorithms can sift through vast amounts of data to uncover hidden patterns, preferences, and behaviours that inform communication strategies. AI helps us uncover insights that would be impossible to gather through traditional research methods.

“This enables us to tailor our messages to specific audience segments, increasing engagement and conversion rates,” he said.

Nwelih explained that AI is also being used in content creation, with AI-powered tools generating high-quality, engaging content at scale. According to him, AI-powered content tools can help produce content that resonates with the audience, freeing up human creatives to focus on strategy and innovation.

Nwelih, however, cautioned against over-reliance on AI, stressing the importance of human intuition and creativity. He also emphasised that his firm is leading the way as Nigeria continues to embrace AI-powered communication.

“AI is a tool, not a replacement for human insight and empathy. Effective communication still requires a deep understanding of our audience’s needs, desires, and cultural context. We’re not just adopting AI; we’re adapting it to our unique Nigerian context. Our goal is to harness AI’s potential to drive meaningful connections, foster brand loyalty, and propel business growth,” he added.