Feature/OPED
Optimising Success: How Digital Marketers Can Leverage ChatGPT for Strategies, Ad Campaigns

By Stephen Newton
Over the past few months, OpenAI’s ChatGPT has taken the world by storm. If you haven’t been following news about the artificial intelligence (AI) tool, you might think that sounds hyperbolic. But it’s not. In February this year, it became the fastest consumer tool ever, with 100 million users, taking just two months to reach that point.
While the tool isn’t perfect (like many AI applications, it’s prone to occasional bouts of hallucination), it is still incredibly powerful. When used correctly, it can be transformative for people working across a broad range of industries. Digital marketing is no exception.
Although AI-based image, audio, and video generation tools seem like more of a natural fit for marketing (at least from a creative point of view), ChatGPT can be very effective both on its own and in combination with those other tools. It really comes into its own when it comes to putting together marketing strategies and campaigns.
Research and information gathering
In fact, ChatGPT can play an important role from the very early stages of putting strategies and campaigns together. As anyone with extensive experience in digital marketing will tell you, good research can be vital to a successful campaign. But even basic background research can take an extended period of time.
Even if you’re a search engine whiz, getting the information you want can take hours upon hours of searching. That’s to say, nothing of the expertise needed when the research gets more granular and you need to analyse large volumes of data. ChatGPT can make both basic research and deep analysis significantly quicker. In the case of the former, you’ll get a much quicker answer to something like “How many 15 to 24-year-olds are there in Nigeria?” (useful for figuring out your total addressable market) on ChatGPT than if you had to search for and sift through the relevant statistics yourself.
And when deeper knowledge is required, ChatGPT can assist in market research by analysing large volumes of data, identifying trends, and generating insights. Marketers can utilise this information to understand consumer preferences, monitor competitors, identify emerging market trends, and refine their marketing strategies accordingly.
ChatGPT can also be used for A/B testing and optimisation. Using the AI tool, marketers can run simulated A/B tests for campaign messaging and variations. By inputting different prompts or content options, they can generate responses from ChatGPT and assess which approach resonates most with the target audience. This can help them better optimise campaign elements before implementation.
Beyond that, ChatGPT can interact with website visitors or social media users to collect information, qualify leads, and gather customer preferences. With those capabilities, marketers can design conversational flows that capture relevant data, segment prospects, and identify potential opportunities for personalised marketing campaigns.
Fueling creativity
Using an AI tool like ChatGPT for those research and insight-gathering purposes would likely make intuitive sense to digital marketers. After all, many of the tools they currently use already have some AI capabilities. ChatGPT just takes things a step further and makes it easier to gather that information.
But those are far from the only capabilities that ChatGPT has. It can also be used in the creative conceptualisation process and assist in generating high-quality content for various marketing channels, such as blog posts, social media updates, email newsletters, and website copy.
With the correct input of prompts and descriptive briefings, ChatGPT can provide creative ideas, headlines, product descriptions, and engaging narratives.
Of course, it might not deliver the same level of quality as you’d get from an experienced copywriter, but it would provide a useful start or send you in a direction you wouldn’t previously have thought of. Think of it a bit like GPS. You could use it to find the most direct route from A to B, or you can use it to take roads you’ve never been down before without worrying you’ll ever get lost.
ChatGPT can also allow you to take more creative approaches to things like the customer engagement elements of a campaign. For example, it can be integrated into chatbots or live chat systems on websites and social media platforms. That, in turn, means that it can handle customer inquiries, provide personalised recommendations, and offer support in a conversational manner.
Partnerships still matter
With all those capabilities, it would be tempting to think that you could ditch your digital marketing agency and do it all yourself. But, as impressive as the technology is, it’s not quite there yet. The right marketing partner, with deep expertise and experience on the internet’s most popular platforms, is still crucial to ensuring that your marketing messages are seen by the right people. Chances are, such a partner will also have the technical expertise and understanding needed to get the most out of such evolving AI tools like ChatGPT.
So, if you want to make the most of ChatGPT in your digital marketing efforts, don’t go at it alone. That doesn’t mean you shouldn’t get familiar with it and explore its capabilities yourself. AI will play a profound role in future careers, and we should learn how to use all of the relevant tools. But unless you have the deep industry knowledge needed to get the most out of these tools, you will be better off partnering with experts who hold that knowledge for a good while yet.
Feature/OPED
Artificial Intelligence: The Indispensable Catalyst for Nigeria’s Agricultural Revolution

By Diana Tenebe
Nigeria’s agricultural sector, a cornerstone of its economy, faces a critical crossroads. While employing a staggering 40% of the population and holding over 84 million hectares of arable land, the industry is hobbled by deep-seated challenges. Low productivity, a fragmented supply chain, poor infrastructure, and a lack of access to financial services are just a few of the hurdles that prevent the sector from reaching its full potential. Coupled with the unpredictable and severe shocks of climate change—from prolonged droughts to devastating floods—these issues threaten the food security of a rapidly growing population.
To truly transform this vital sector, a new approach is needed, one that moves beyond traditional methods and embraces the power of technology. Artificial Intelligence (AI) is not just a futuristic buzzword; it is the imperative for Nigeria’s agricultural revolution. AI holds the key to unlocking higher yields, building resilience, and fostering an inclusive and sustainable food system that can feed a nation and drive economic growth.
The most immediate impact of AI is in the area of precision farming. By integrating AI with technologies like Internet of Things (IoT) sensors, drones, and satellite imagery, farmers can gain an unprecedented understanding of their land. AI-powered systems can analyse real-time data on soil moisture, nutrient levels, and plant health, providing actionable insights for targeted interventions. For instance, smart irrigation systems can optimize water usage, a critical resource in a country facing increasing water scarcity. AI-enabled drones can survey vast farmlands in minutes, identifying early signs of pests or disease and allowing for precise application of pesticides, reducing chemical use and cost. Early trials of these technologies in Nigeria have already demonstrated significant gains, with some reports showing a remarkable 60-70% increase in crop yields.
Climate adaptation is another area where AI’s role is indispensable. Nigeria’s farmers are on the front lines of climate change, enduring erratic rainfall and extreme weather events. AI can provide a shield against this volatility. By analyzing historical weather data and real-time forecasts, AI models can offer accurate, localized predictions. This allows farmers to proactively adjust their planting schedules, select climate-resilient crop varieties, and plan for potential risks, effectively mitigating the devastating impact of droughts and floods.
The economic benefits extend far beyond the farm gate. A significant portion of Nigeria’s agricultural produce is lost due to an inefficient and fragmented supply chain. AI can streamline logistics, optimize transportation routes, and enhance inventory management. By reducing spoilage and waste, AI ensures that more of what is harvested reaches the market, thereby boosting the incomes of farmers and providing a more stable supply of food for consumers. The success of Nigerian agritech companies like Crop2Cash, which has reportedly helped over 500,000 farmers increase their income by up to 70%, demonstrates the tangible economic impact of these technologies.
AI is a powerful tool for promoting financial inclusion and education. Millions of smallholder farmers, who form the backbone of Nigerian agriculture, are often excluded from formal financial systems due to a lack of collateral and credit history. AI-driven fintech solutions can bridge this gap by assessing creditworthiness using alternative data, making it easier for farmers to access the loans and insurance they need to scale their operations. AI-powered mobile apps and chatbots can also serve as virtual extension agents, providing personalized advice on best farming practices, pest control, and crop management, democratizing knowledge and empowering farmers to make better decisions.
Despite this immense potential, the journey towards widespread AI adoption is not without its hurdles. High upfront costs for AI-enabled equipment, a general lack of understanding and experience with these tools, and a preference for traditional methods are all significant barriers. Furthermore, infrastructural gaps, including poor roads and inadequate storage facilities, hinder the seamless implementation of these technologies. Data availability and computational capacity are also key challenges that need to be addressed.
However, the Nigerian government and a burgeoning ecosystem of agritech startups are already paving the way forward. The government’s vision is articulated in initiatives like the National AI Strategy, which aims to establish AI research centers and support R&D. Programs such as the Nigeria Artificial Intelligence Research Scheme (NAIRS) and the NITDA AI Developers Group are building the necessary skills among entrepreneurs and farmers. Strategic partnerships between government bodies, financial institutions, and innovative startups are creating localized solutions that are tailored to the unique conditions of Nigerian agriculture.
Ultimately, AI is not a luxury but an imperative for Nigeria to unlock its agricultural potential. Its successful integration will transform the role of the farmer from a manual laborer to a strategic planner and overseer of a smart, efficient, and sustainable food system.
By investing in infrastructure, fostering strategic partnerships, and prioritizing education and capacity building, Nigeria can harness the power of AI to feed its people, drive economic prosperity, and secure its place as a leader in the African agricultural revolution.
Diana Tenebe is the Chief Operating Officer of Foodstuff Store
Feature/OPED
Nigerian Women Achieve: Lessons in Real Support from the Super Falcons and MTN

When the Super Falcons pulled off their stunning comeback against Morocco to win the 2024 Women’s Africa Cup of Nations, it wasn’t just another title. It was a defining moment. Down by two goals and playing against the host country, the Nigerian women’s team fought back to clinch a 3–2 victory and claim their 10th WAFCON trophy. It was bold, brilliant and beautiful to watch.
But beyond football, something else stood out. In the days that followed, the Falcons shared a handwritten letter addressed to MTN Nigeria. It was signed by their captain, Rasheedat Ajibade, and spoke from the heart. The team acknowledged MTN’s support throughout the tournament, from their pre-match preparations to the warm welcome they received back home. It wasn’t just about appreciation. It was a reflection of what can happen when women are backed, seen and celebrated.
MTN has been the official telecommunications partner of the Nigerian Football Federation for years, and their involvement in football isn’t new. But their support of the women’s team this year was different. It was loud, visible and intentional. The Falcons were first received at the MTN Nigeria headquarters in Ikoyi, where staff lined the building, singing and cheering as the players arrived. The next day, MTN hosted a celebratory breakfast reception in Lagos where the company presented the team and coaching crew with a 150 million naira reward. Of that sum, 115 million went to the players and 35 million to the technical team.
What stood out even more than the money were the words shared by MTN’s CEO, Dr, Karl Toriola. He called the Super Falcons more than athletes. He called them inspirations. He spoke not only of MTN’s pride in their performance but also of the company’s broader commitment to women in leadership. According to Toriola, MTN Nigeria has already surpassed the 50-50 executive management gender representation goal set for 2030, and currently holds one of the most balanced leadership teams on the Nigerian Stock Exchange.
This alignment between external support and internal structure says a lot. MTN is not simply attaching its name to a moment. It is investing in systems that allow women to thrive, whether they’re on the football pitch or in the boardroom. That kind of support is rare, and it matters.
The Falcons clearly see it. In their letter, they described MTN’s role as more than a sponsorship. They acknowledged the power of visibility, of being shown that their achievements are worth celebrating. They also made it clear that this is just the beginning. The WAFCON win was historic, but their sights are set higher. They want to be global contenders, not just local champions.
That journey will require continued support, not just from the Federation or government, but from partners like MTN who understand that progress for women must be intentional and consistent. Backing women means showing up before the trophy is lifted, not just after.
Moments like these show us what is possible when women are supported to rise. And it is not just about football. It is about changing how young girls see themselves. It is about shifting how women are valued in every space. The Falcons said it best in their closing line to MTN: “Together, we’ll keep soaring.”
Feature/OPED
Humans + Machines: Building the Workforce of the Future

By Ursula Fear
Is AI coming for your job, or is it already working beside you? As its use becomes more routine, artificial intelligence is looking less like a threat and more like a teammate: answering queries, making decisions, chasing leads, processing invoices, and drafting content around the clock.
This new class of digital labour is changing how teams function, how targets are met, and how people spend their time at work. From now on, almost every job, team, and company will involve AI agents – systems that can analyse vast datasets, apply human-like reasoning, and act independently. Their presence is set to influence workflows, increase productivity, support innovation, and redefine roles across the organisation.
Rather than replacing people, AI is tilting the workload. Salesforce research shows that 23% of HR teams plan to redeploy employees into roles that make better use of their uniquely human strengths. At the same time, agentic AI adoption is projected to surge by 327% over the next two years (from roughly 15% adoption today to about 64% by 2027).
This shift is tied to anticipated productivity gains of 30% per employee and labour cost reductions of 19%, equating to about $11,000 in savings per employee annually, based on Organisation for Economic Co-operation and Development (OECD) wage averages. Rather than replacing people, organisations are preparing to reskill and redeploy workers, enabling humans to focus on higher-value roles that emphasise creativity, strategy, and interpersonal skills.
A recent Gartner poll further found that 95% of customer service teams intend to retain human agents to help define and guide the role of AI, reinforcing the value of a “digital first, not digital only” approach. Gartner further says that by 2027, half of the organisations that planned to significantly reduce their customer service workforce will abandon those plans, highlighting the limits of going fully “agentless”.
For African countries, the rise of digital labour presents an opportunity to build modern, inclusive workforces without being bound by outdated development models. But realising this potential depends on sustained investment in skills training, digital infrastructure, and equitable access to AI tools.
Train for tomorrow
Africa has the world’s youngest population. It’s bursting with entrepreneurial energy. But many young people still don’t have access to the tools and skills that will define the next era of work. If the continent wants to lead in the digital labour revolution, it should act now by investing in digital infrastructure, prioritising skills development, and forging partnerships that make future-focused training widely accessible.
Yes, the skills gap is real and broadband internet is still a luxury in many communities. But on the upside, AI training doesn’t require a university degree. Much of it is free, online, and accessible to anyone with a smartphone and a curious mind.
That opens the door to governments, educators, businesses, and civil society to step up to update school curricula, expand digital infrastructure, and support public-private training partnerships. All of this matters: not just for economic growth, but for social inclusion, too.
If these foundations are put in place, African countries could not only meet the needs of their growing population but also leapfrog outdated development models.
From entry-level to in-demand
When AI begins to handle the simpler tasks, it’s easy to worry about what’s left for those starting out. Entry-level jobs aren’t disappearing though. Instead of doing routine work, newcomers will now need to build skills in oversight, collaboration, and using AI tools effectively from day one. The ladder still exists; it just starts in a different place.
This will require a different kind of training – not just technical know-how, but in soft skills like empathy, adaptability, ethical judgement, and communication, which are all human traits that help teams thrive.
AI’s presence in the workplace may be concerning, with reports of job cuts due to its adoption (here), but all is not as it seems.
Research suggests a more balanced perspective: One of the most comprehensive studies, from the National Bureau of Economic Research, tracked 25,000 workers across 7,000 Danish firms using AI chatbots. It found no significant changes to jobs, wages, or working hours. Productivity rose by around 3%, without leading to layoffs.
The St. Louis Fed found something similar. Based on large-scale surveys in the US, researchers reported one in four workers now use generative AI weekly, saving on average just over two hours a week. Spread across the entire labour market, that translated into a 1.1% productivity gain. Crucially, there was no sign this efficiency came at the cost of jobs.
Adding to this, a 2024 study by Mäkelä and Stephany analysed over 12 million US job listings and revealed that demand is surging for “AI-complementary” skills such as resilience, teamwork, digital literacy, and analytical thinking. These are the very human capabilities that help people work effectively with AI. The study found AI-focused roles are nearly twice as likely to list these skills, and they command wage premiums of 5–10%. Even more telling: the positive impact of these complementary skills outweighs the substitution effects of AI by up to 70%.
These findings all suggest that AI isn’t replacing workers; it’s helping them work smarter and more efficiently. To thrive in this blended future, we need to prepare today, by building the right skills, expanding access, and embracing AI not as a threat, but as a partner in progress.
Because the future of work won’t be entirely human, nor entirely automated – it will be a blend of both.
Ursula Fear is the Senior Talent Programme Manager at Salesforce
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