Divisional Director, Marketing Edge Publication Limited, Anietie Udoh, has offered a keen assessment of the ways Artificial Intelligence (AI) is reshaping public‑relations practice in Nigeria and worldwide—while insisting that machines must never eclipse the “human touch” at the heart of effective communication.
Speaking during a recent interactive session in Lagos, Udoh declared, “Artificial Intelligence is no longer the future, it is the now. From monitoring media trends to supporting crisis communications, AI is already transforming how PR is done, but it must be handled with care, especially in a market like Nigeria where emotional intelligence and cultural nuance still carry immense weight.”
He noted that AI’s greatest contribution is its capacity to sift vast data sets in real time, flagging reputation risks before they snowball. “AI can help us track sentiment and media mentions in real time, which means we can react faster. But reacting quickly does not mean reacting wisely; that still requires human oversight,” he cautioned, adding that automated outputs, left unchecked, can lead to tone‑deaf missteps.
Crisis response illustrates both the promise and the peril, Udoh said. “In times of crisis, speed is vital, but so is empathy.” AI can draft rapid statements, yet those words still need a human’s cultural sensitivity before release.
Udoh stressed that PR professionals should view AI as an enabler, not a replacement. “AI is good at processing data and drafting messages, but PR is about people, it’s about stories that resonate. That emotional depth, that cultural context, that local intelligence? AI can’t replicate it,” he argued.
In Nigeria—where relationships drive business and communication—the human element, he said, “cannot be compromised. Our market thrives on connection, and that connection is human.”
AI’s predictive analytics, he added, allow PR teams to shift
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