AI Adoption: A Client’s Journey to Overcoming Barriers

AI and marketing have merged in MTN telecommunications’ marketing division!

A renowned consultancy focused on technology, Sthenos Centerra, recognized the need to include public interest concepts in its strategy for client, MTN. Sthenos partnered with Techcess Granted to develop a public-friendly approach to AI implementation in marketing.

This collaboration aimed to tackle the formidable barriers faced by Nigerian businesses aspiring to enter the AI marketing space while keeping the implications for society at the top of their minds. This partnership is a testament to innovation, cultural understanding, and strategic foresight.

The Challenge

Nigerian businesses face several barriers when attempting to enter the AI marketing domain:

1. Lack of Infrastructure: Limited access to advanced technological infrastructure is a significant hurdle. As per the World Bank’s collection of development indicators, Nigeria still grapples with fundamental infrastructural challenges, impacting digital growth (World Bank, 2022).
2. Skill Gap: The workforce has a notable gap in AI-specific skills. The UNESCO Science Report (2021) highlights the skill gap in sub-Saharan Africa, emphasizing the need for educational reforms to meet technological advancements.
3. Funding Constraints: Access to funding is another critical barrier. The African Development Bank Group (2020) discusses the financial challenges startups face in Africa, particularly in tech-driven sectors.
4. Regulatory Environment: The complexities of the Nigerian regulatory framework can be daunting for businesses trying to adopt new technologies like AI. The Brookings Institution (2019) provides insights into the regulatory challenges in African markets.

The Strategy

The partnership between Techcess Granted and Sthenos is structured around a multi-faceted approach:

1. Building Infrastructure: They aim to develop a robust technological ecosystem, facilitating access to AI tools and platforms for Nigerian businesses.
2. Skill Development Programs: Initiating training programs and workshops to bridge the AI skill gap, focusing on practical, industry-relevant skills.
3. Facilitating Funding: Working with local and international investors to create funding opportunities for AI ventures.
4. Navigating Regulatory Frameworks: Offering expertise in understanding and complying with local regulations, making the transition into AI marketing smoother for businesses.

The Impact

This partnership is poised to create a ripple effect:

• Empowering Local Businesses: By equipping them with AI capabilities, local businesses can compete globally.
• Economic Growth: The infusion of AI in marketing can lead to more efficient business practices, driving economic growth.
• Job Creation: As the AI sector grows, it will create new job opportunities, particularly for the youth.

Conclusion

The collaboration between Techcess Granted and Sthenos Centerra is more than a business venture; it’s a catalyst for change in the Nigerian AI landscape. Addressing the core barriers with a targeted approach is more than just paving the way for businesses to enter the AI marketing space. Still, they are also contributing to the technological empowerment of Nigeria.