Nigeria Customs Champions AI Integration in Public Sector Communications
…As AI Strategist Celestine Achi Applauds Service’s Professionalism and Digital Innovation
The Nigeria Customs Service (NCS) has advocated for the integration of Artificial Intelligence (AI) into public sector communication strategies, a move that underscores its growing reputation for innovation and professionalism.
This position was reinforced during the visit of renowned AI strategist and digital consultant, Celestine Achi, to the Customs Headquarters in Abuja on Monday, 23rd June 2025.
Achi, a leading voice in the digital communications space and author of “AI-Powered PR: The Essential Guide for Communications Leaders to Master Artificial Intelligence,” was warmly received by the National Public Relations Officer of the Service, Assistant Comptroller Abdullahi Maiwada, along with other senior officers from the Public Relations Unit.
Welcoming Achi and receiving a copy of his book, Assistant Comptroller Maiwada expressed the Service’s appreciation, describing the gesture as a valuable addition to NCS’s repository of knowledge. He emphasised that the Service is committed to harnessing modern technology to bolster its communication efforts.
“The Nigeria Customs Service believes that storytelling backed by data and powered by modern technology is a strategic tool for deepening public trust,” Maiwada stated. “We are committed to adopting innovations that enhance the effectiveness and integrity of our communication systems.”
In his remarks, Achi praised the Service’s sophisticated communication infrastructure, describing the NCS as a leading model in public sector communications. He lauded the agency’s professionalism and strategic deployment of public relations tools within the digital ecosystem.
“I was deeply impressed by the intentionality, professionalism, and forward-thinking excellence that you and your team bring to public relations within government administration,” Achi said. “The converged media facility and PR sentiments I experienced are exceptional. This is not common in the public sector, especially in today’s digital era.”
He further revealed that the Nigeria Customs Service currently enjoys a Public Relations sentiment score of 85%, based on analytics from AI-driven monitoring systems.
A major highlight of the visit was the unveiling of the NCS Live PR Attribution Dashboard, a bespoke analytics platform developed by Achi. The dashboard is designed to track and visualise the media performance of the Service’s public communications since the assumption of office by the Comptroller General of Customs, Bashir Adewale Adeniyi, in 2023.
“This dashboard is a first-of-its-kind innovation in public communication strategy,” Achi remarked. “It shows how Customs is not just participating in digital transformation but actively shaping it.”
The visit served as a platform for deep conversations on the role of AI in enhancing transparency, building public trust, and improving communication impact in governance. It also highlighted the NCS’s unwavering commitment to collaborative learning, strategic innovation, and digital leadership in the realm of public administration.
The engagement reflects a broader vision by the Nigeria Customs Service to position itself as a leader in public sector transformation through technology-driven solutions and data-informed storytelling.
