Divisional Director at Marketing Edge Publication Limited, Anietie Udoh, has offered an insightful analysis of how Artificial Intelligence (AI) is reshaping the Public Relations (PR) industry in Nigeria and across global markets.
At a recent media parley with a selected journalists in Lagos, he emphasised that while AI has emerged as a game-changer, it must remain a tool, not a substitute, for the human touch that defines effective PR.
Speaking candidly during the interactive session, Udoh said, “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.”
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. This, he noted, 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,” he noted, warning 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 was a major advantage, saying the messages can sometimes appear tone-deaf if not reviewed and adjusted by humans. “In times of crisis, speed is vital, but so is empathy,” Udoh said.
Udoh was firm in his assertion that AI should never be seen as a replacement for PR professionals. Instead, he sees AI 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, it’s about stories that resonate. That emotional depth, that cultural context, that local intelligence? AI can’t replicate it,” he said.
In Nigeria, where communication is heavily relationship-based and culturally sensitive, he argued, the human element cannot be compromised. “Our market thrives on connection, and that connection is human,” Udoh added.
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,” he explained. “We can now predict where the story is going and prepare to shape it, not just react. But again, insight without emotional and cultural relevance is meaningless in Nigeria.”
On the downside, Udoh acknowledged that the same AI tools that power faster content creation can also flood the media with misleading information. This, he warned, increases public distrust, a challenge for any brand.
“The battle for credibility has intensified. We now live in a time where it is harder to separate fact from fiction. That’s why honesty, ethics, and emotional intelligence must guide how we use AI in PR,” he stated.
He cautioned that Nigerian PR practitioners must 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. However, he noted that effective PR still demands more than polished grammar or catchy slogans.
“A well-written message is not necessarily a persuasive one. AI can make your grammar shine, but only a human can craft a message that truly connects,” he said, encouraging practitioners to deepen their storytelling and strategic planning skills.
Another dimension of AI’s impact, Udoh noted, is its democratising effect. With more people gaining access to tools that generate content, the PR space has become more competitive.
“It levels the playing field, yes. But it also means we have to work harder to be distinct. Authenticity and originality are now the currencies of attention,” he said.
Udoh further highlighted how AI enables constant reputation tracking by identifying patterns and early signs of discontent or support, adding that brands can be better positioned to safeguard their image.
“This early detection is a gift, but using it well requires a framework of clear communication protocols and a solid understanding of risk management,” he noted.
Despite the technological gains, Udoh was clear that the human brain must remain at the center of PR practice.
“AI can spot a trend, but it’s 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.”
In his closing remarks, Anietie Udoh urged Nigerian PR professionals to embrace AI without losing sight of what makes PR effective: trust, creativity, and empathy.
“AI is here to stay. The brands and professionals who will thrive are those who learn to balance technological efficiency with human insight. Because at the end of the day, people still connect to people, not to algorithms,” he concluded.
The media parley, organised informally by Udoh, was attended by journalists from both mainstream and digital media platforms, who left with renewed perspectives on how to integrate AI meaningfully into PR practices.
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