From John Silas, Lagos
Divisional Director at Marketing Edge Publication Limited, Anietie Udoh, says that Artificial Intelligence (AI) is reshaping the Public Relations (PR) industry in Nigeria and across global markets.
In his insight into AI’s impact, Udoh told a media parley in Lagos that while AI has emerged as a game-changer, it must remain a tool for the human touch that defines effective PR, not a substitute.
“Artificial Intelligence is no longer the future, it is the now,” he stated. “From monitoring media trends to supporting crisis communications, AI is already transforming how PR is done.
“However, it must be handled with care, especially in a market like Nigeria where emotional intelligence and cultural nuance still carry immense weight.”
Udoh explained that one of the most significant contributions of AI to PR is its ability to rapidly sift through vast amounts of data, offering real-time insights into how brands are perceived. According to him, this enables teams to identify potential reputation risks before they escalate.
“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.”
Udoh warned that without careful review, automated outputs may result in PR missteps. He further emphasised that while AI’s ability to craft rapid responses in crisis situations is a major advantage, these messages can sometimes appear tone-deaf if not reviewed and adjusted by humans.
Emphasising that “in times of crisis, speed is vital, but so is empathy,” Udoh stated that AI should never be seen as a replacement for PR professionals but instead as an enabler that helps practitioners perform their jobs more effectively.
“AI is good at processing data and drafting messages, but PR is about people, about stories that resonate. That emotional depth, that cultural context, that local intelligence! AI can’t replicate it.’
He noted that in Nigeria, where communication is heavily relationship-based and culturally sensitive, the human element cannot be compromised, as the Nigerian market “thrives on connection, and that connection is human.”
According to him, one of the most powerful shifts enabled by AI is the ability for PR professionals to move from being reactive to becoming proactive storytellers. With AI tools analyzing sentiment and trends, PR teams can anticipate changes and lead conversations rather than chasing them.
“This is a big shift. We can now predict where the story is going and prepare to shape it, not just react,” he explained. “But again, insight without emotional and cultural relevance is meaningless in Nigeria.”
On the downside, however, Udoh acknowledged that the same AI tools that power faster content creation can also flood the media with misleading information. He warned that this increases public distrust, which is a challenge for any brand.
He urged Nigerian PR practitioners to be more strategic than ever, not only in deploying AI but also in ensuring that their messages uphold integrity and transparency.
Udoh stressed that AI can assist with refining messages and optimising content delivery, particularly valuable in Nigeria’s fast-paced, competitive communications landscape.
Encouraging practitioners to deepen their storytelling and strategic planning skills, however, he noted that “a well-written message is not necessarily a persuasive one.
“AI can spot a trend, but it is the human brain that knows what to do with it. Strategy, timing, tone, all of these require human intelligence and emotional depth,” he said. “In Nigeria, where our audience is diverse and our stories are rich, technology must serve people, not the other way around.”
Udoh further urged Nigerian PR professionals to embrace AI without losing sight of what makes PR effective: trust, creativity, and empathy. He added that the brands and professionals who will thrive are those who learn to balance technological efficiency with human insight.
