Speaking at a conference hosted by Commonwealth Bank of Australia in Sydney on Tuesday, Sam Altman said he expected entry-level office jobs to disappear much faster after the launch of ChatGPT in 2022.

Instead, he said the reality has been different because many jobs still depend heavily on human interaction.

“I’m delighted to be wrong about this,” Altman said during a discussion with CBA chief executive Matt Comyn. “I thought there would have been more impact on entry-level white-collar jobs being eliminated by now than has actually happened.”

Altman added that he now understands why the disruption has been slower than expected.

“I now think I understand more about why it hasn’t, and I’m obviously grateful but that is an area where my intuitions were just off,” he said.

The OpenAI boss explained that while AI tools can handle technical tasks, many people still prefer dealing with humans directly. He said he once experimented with using AI to reply to Slack and email messages but later returned to answering some personally.

“We really do care about people,” Altman said. “We really do care about our interactions with people.”

That experience, he said, changed how he thinks about the future of work and the role AI will play inside companies.

“I don’t think we’re going to have the kind of jobs apocalypse that some of the companies in our space advocate or talk about,” he said.

Even so, several large companies have already linked job cuts and restructuring to AI adoption. Firms including HSBC, Amazon, Standard Chartered and Commonwealth Bank of Australia have said automation and AI tools are changing staffing needs in some departments.

Matt Comyn said AI would likely lead to smaller teams in some parts of the economy, although workers may also progress faster as technology handles routine tasks.

CBA has been investing heavily in AI and staff training as banks prepare for wider adoption of the technology. According to the bank, it plans to spend about A$90 million on reskilling programmes while annual technology investment has reached A$2.4 billion.

Altman also said AI technology is advancing faster than many businesses and institutions can absorb. While AI tools have improved rapidly, he believes enterprise adoption is still at an early stage.

He said OpenAI had been “roughly right” about the pace of technological development but “pretty wrong” about the social and economic consequences.

The remarks come as OpenAI prepares for a possible stock market listing in the United States. Reuters reported last week that the company plans to confidentially file for an initial public offering in the coming weeks.

The report said OpenAI could seek a valuation of about $1 trillion and raise at least $60 billion, which would place it among the world’s most valuable technology companies.

Only about 10% of roles in the sector are fully resistant to automation. This change is already influencing how startups and freelancers work with technology today.

I’ve spent months talking to founders, freelancers and labour specialists across the continent. What’s obvious is that this change is not hypothetical but real, it’s now, and it’s enhancing how entrepreneurs think about labour, expense and productivity.

The Outsourcing World in Africa

For over a decade, African countries have built thriving outsourcing sectors. Nations such as South Africa, Egypt, Kenya, Nigeria and Ghana host business process outsourcing (BPO) and IT services that serve clients worldwide. 

These industries employ millions and are expected to generate tens of billions of dollars by the end of the decade.

But this model is evolving.

Where once the biggest business challenge was reducing labour expenses to compete with India or the Philippines, now founders ask: “Can a subscription to a suite of tools do the work of a junior employee?”

Outsourcing was built on the premise that labour could be bought cheaply abroad. That premise is under pressure.

What it Means to Call AI an “Affordable Employee”

I’m going to use the term “affordable employee” deliberately. I’m not talking about futuristic humanoid robots. I’m talking about software and automation systems that can perform tasks humans traditionally did, reliably, quickly and at low cost.

These systems can:

• Draft text, emails and reports.
• Create and optimise digital content.
• Generate slides, summaries and data insights.
• Help with coding and debugging.
• Answer customer questions and route support tickets.

You might already be using these to draft content, automate replies or pull insights from spreadsheets.

That’s what we mean by an “affordable employee”: a tool that can do work for you, now, without the recurrent cost of a full-time staff member.

Where This is Already Happening Today

Many African freelancers and founders are not waiting for the future. They are using these systems as daily tools.

Data shows that up to 64% of African workers used AI tools last year, and a large majority say these tools improved their work and productivity.

Freelancers in Lagos and Nairobi tell me they use these systems to speed up work that once took hours:

• Drafting articles, proposals and business plans.
• Managing customer interactions.
• Cleaning and analysing data.
• Generating code snippets and automating testing.

Startups usually lack deep pockets. They cannot afford to outsource multiple tasks abroad. They must be lean, and that leanness is powered by software.

Can Software Really Replace Human Tasks?

Look at the outsourcing sector’s own data. By 2030, research shows:

• Up to 40% of tasks in Africa’s tech outsourcing sector could be automated.
• Only 10% of roles are currently fully resistant to automation.

This doesn’t mean robots will take every job. It means that four in ten discrete tasks, like answering routine customer questions, entering data or creating templated documents, are ripe for software replacement.

For workers in entry-level roles, especially women and young people, this is real and present. Studies reveal that women’s tasks are on average 10% more vulnerable to automation than those of men because of occupational patterns.

For founders in Africa’s AI sector, however, this brings out a dual truth.

One side is disruption.

The other is opportunity.

What Machines Handle Better (Today)

Software is already better than humans at:

• Repetitive tasks: filling forms, generating templated responses, sorting data.
• High-volume content production: bulk drafting and summarising.
• Rule-based work: routing emails, notifications, reminders.
• Pattern detection at scale: simple analytics without deep manual effort.

This is why many African startups integrate automation into customer experience, project management and internal operations.

It saves time. It reduces errors. It costs a fraction of a junior salary. That’s why many founders refer to these tools as digital assistants, workflow partners, or even part-time employees.

Where Humans are Still Important (And Will for Years)

There are tasks that software cannot replace:

• Complex judgement: strategy, negotiation, nuanced decision-making.
• Emotional intelligence: handling delicate customer issues, team leadership.
• Cultural nuance and local context: interpreting local languages, customs, and social cues.

These are the areas where founders and workers still take over, and will do for the foreseeable future.

Software can suggest a response, but it still takes a human to choose wisely.

Leveraging the Shift Without Losing Out

Here’s the pragmatic view I’ve formed:

• Software is not a replacement for all labour, but it can replace many tasks human workers once handled manually.
• For lean startups, embracing these tools is essential for growth.
• For freelancers, mastering automation tools is becoming a competitive advantage.
• For the wider workforce, upskilling is essential. Governments and companies across Africa are investing in training programmes to help workers move into higher-value roles as automation grows.

These are not distant issues. They are happening now.

A New Definition of the “Affordable Employee”

We shouldn’t be asking whether software can fully replace a human. It’s whether it can perform tasks at a fraction of the cost, with high reliability, and integrate into everyday workflows.

For many African startups and freelancers, the answer today is yes, for specific tasks, at least.

We are witnessing a transition where tech is an operational partner. It is how work is getting done in Lagos, Johannesburg, Nairobi and Accra, among other cities.

And it is challenging what “employment” and “labour” mean in the 2020s.

The sole authorised Cat dealer representative in Nigeria, has launched its Digital Service Centre in Lagos, a remote support hub built to keep equipment running with greater efficiency and less downtime, across Nigeria and West Africa. 

From the control room, Mantrac engineers can detect faults, run diagnostics, and resolve technical issues long before a breakdown occurs. This will ultimately improve customer service, speed up repairs, and reduce on-site intervention. 

The initiative aligns with Mantrac’s goal of enhancing after-sales service through technology and human expertise.

“By combining Caterpillar’s world-class technology with local expertise, we’re ensuring customers get immediate, intelligent support — no matter where they are,” said Emad Adeeb, managing director of Mantrac Nigeria. “This is about empowering productivity and building stronger partnerships.”

The centre currently supports over 200 customer sites, cutting response time to as little as 20 to 50 minutes, depending on the issue. For Mantrac Nigeria, that’s beyond fixing machines faster, it’s about building trust in markets where equipment downtime can mean massive losses.

The centre functions as a command hub for remote diagnostics, performance tracking, and technical support for customers across mining, oil and gas, construction, and agriculture.

According to Nigel Lewis, chief operating officer of Mantrac Group, the development is a turning point for the company’s operations in Africa.

“It is an example of how we are harnessing digital solutions to improve customer outcomes, enhance operational safety, and create a sustainable service model that will shape the future of our industry,” he said.

Interestingly, Mantrac Nigeria’s MD, Adeeb stressed that the operation remains fully human-driven, despite the global rush toward artificial intelligence.

“We use well-advanced technology,” he clarified. “No AI, it’s all human intelligence and experience.”

“Caterpillar is proud to support Mantrac on this innovative initiative,” added Stephane Latini, director of Distribution, Eastern Africa at Caterpillar Inc. “Digital service solutions are transforming how we support our customers globally, and this new centre ensures that Nigerian and West African businesses can maximise equipment performance, productivity, and uptime with the latest Caterpillar technology.”

The Digital Service Centre ensures longevity of Caterpillar equipment and provides live remote troubleshooting through video consultations, enabling real-time support and issue resolution. 

The service centre integrates Cat Product Link and VisionLink, systems that allow customers to track equipment health, analyse usage, and plan maintenance before breakdowns occur. It also supports remote software calibrations and condition-based maintenance, helping extend asset life and lower operational costs.

Mantrac has long been recognised for investing in technical education, a focus that continues to underpin its service excellence. Inside the company’s technical facility lies a machine lab complete with a hydraulic simulator and workshop space where trainees learn how to disassemble, assemble, and analyse Caterpillar components.

“We train both our engineers and our customers’ engineers,” one of Mantrac’s engineers said during a tour of the facility. “We increase their skills to make sure they do a better service and get good quality, good life from their equipment.”

Through Caterpillar University, engineers and customers can access hands-on and online training, from basic equipment awareness to advanced troubleshooting. 

The platform is open globally under the initiative Technician for the World, providing free courses and certification opportunities that improve employability and strengthen local technical capacity.

Despite the heavy emphasis on digitalisation, Mantrac believes people remain the foundation of reliable service. The company recruits fresh engineering graduates and trains them for 3 to 6 months, building a skilled workforce to replace the 20% manpower lost annually to migration and other factors.

“There are lots of smart engineers in Nigeria,” Adeeb admitted. “But every year we lose about 20% of manpower. This is how we fill the gap, by training, retraining, and empowering.”

For customers, the new Digital Service Centre means faster problem-solving, less equipment downtime, and direct access to expert advice, all without the need to wait for a field visit. And for Mantrac, it shows a drive for technology to complement experience, but never replacing it.

Located in the heart of Ikeja, the service is toll-free for one year and old units can be upgraded to leverage the new technology.

The platform, built on Google’s Gemini models, aims to strengthen the tech giant’s competitive edge in enterprise AI, as Microsoft, OpenAI, and Anthropic, among others, are not holding back.

Gemini Enterprise functions as a conversational system that enables employees to interact directly with company data, documents, and applications. The goal, Google says, is to make AI a core part of every workflow, not just an add-on. “We’re introducing Gemini Enterprise, designed to bring the full power of Google’s AI to every employee, for every workflow,” the company said during the launch.

The announcement comes as Google Cloud continues to expand, having surpassed a $50 billion annual revenue run rate in the second quarter of 2025. According to the company, about 65% of its cloud customers already use Google’s AI products, including nine of the world’s top ten AI labs.

Gemini Enterprise builds upon Google’s full-stack AI strategy, combining the strength of its infrastructure, foundational models, and research divisions such as Google DeepMind. The platform is powered by a multi-layer system, from the company’s purpose-built Tensor Processing Units (TPUs) and Nvidia GPUs, to its world-leading Gemini models, which have consistently topped global performance benchmarks.

Google describes Gemini Enterprise as “the new front door for AI in the workplace.” It features pre-built AI agents capable of conducting deep research, generating data insights, and automating complex workflows. Through a no-code interface, companies can also create and deploy their own agents, tailored to their specific operations.

Early adopters of the platform include Gap, Klarna, and Figma. Klarna, for instance, is using Gemini’s generative tools to produce personalised lookbooks that have boosted customer orders by 50%. 

In the healthcare sector, HCA Healthcare has deployed a “Gemini-powered Nurse Handoff solution” that simplifies patient information transfers between shifts, a move expected to save millions of hours annually.

Google is also using its own technology internally. Nearly half of all new code at the company is now generated by AI and reviewed by engineers, significantly accelerating development cycles.

The launch further reveals Google’s vision for a connected AI ecosystem. Gemini Enterprise securely links with data across multiple platforms, including Google Workspace, Microsoft 365, Salesforce, and SAP, ensuring enterprise-wide access without compromising governance or security.

To encourage adoption, Google is rolling out Google Skills, a free training platform that will teach users how to build and deploy agents within Gemini Enterprise. The company also introduced Delta, a team of expert AI engineers who will work directly with clients to deploy advanced solutions.

With Gemini Enterprise, Google is embedding AI at the very foundation of how organisations work. “AI is presenting a once-in-a-generation opportunity to transform how you work, how you run your business, and what you build for your customers,” the company stated.

The Japanese automaker wants to secure long-term influence in areas such as mobility, climate technology, AI, and automation.

Toyota revealed two major developments this week. First, it created Toyota Invention Partners Co. with about $670 million to nurture startups at their earliest stages. Second, its venture arm Woven Capital has launched a fresh $800 million fund, doubling down on growth-stage investments. 

Together with Toyota Ventures, these three units now control more than $3 billion in committed capital.

Beyond money, Toyota wants to enhance innovation by following companies across their life cycle, from the “zero-to-one” invention stage, through growth, and, for those that succeed, integration into Toyota’s own balance sheet.

George Kellerman, general partner at Woven Capital, explained the strategy: “One way to think about them (Toyota Invention Partners) is they’re bookending what Toyota Ventures and Woven Capital are doing. They’re doing the really early stage on one end, but then they’re maybe doing these longer-term project finance, asset management type of infrastructure investments, that might be a 30-, 40-, 50-year type of investment.”

That approach is already being put into practice. Toyota’s Woven Capital has taken a stake in Los Angeles-based Machina Labs, a manufacturing startup that merges AI and robotics to produce metal structures at speed. Toyota Motor North America will run a pilot using Machina’s system to create car body panels and accessories. The value of the investment remains undisclosed.

Woven Capital, set up in 2021 with its first $800 million fund, has invested in 18 companies including Foretellix and self-driving startup Nuro. Its second $800 million fund will target 20 to 25 companies in sectors such as AI, automation, climate technology, energy, and sustainability.

The company’s vision is not limited to capital deployment. Woven City, Toyota’s 175-acre prototype urban hub at the base of Mount Fuji, is designed as a live testing ground for startups. Residents, researchers, and entrepreneurs will live and work in a connected environment where Toyota can trial technologies in real-world conditions. 

Toyota Invention Partners will play a very important role here, giving startups access to data, infrastructure, and long-term collaboration opportunities.

“The thing that really excites me is that Toyota is clearly leaning in; they’re committing over $3 billion across Toyota Invention Partners, Woven Capital’s fund one and two, and all of Toyota Ventures funds. And it’s really about making sure that we can serve the needs of the market and the founders that we’re working with, because their needs change depending on their stage,” Kellerman said.

Toyota’s strategy stands out among global automakers. While competitors like Volkswagen, Ford, and Hyundai are expanding their venture efforts, none have adopted a full-spectrum “invention to maturity” model at this scale. 

For Toyota, venture capital is about embedding startups into a future city and boosting how industries like mobility, energy, and automation evolve over the next half-century.

The round was led by Foundation Capital, with additional backing from Gaia Ventures and Boldcap, alongside high-profile angel investors including Aravind Srinivas, CEO of Perplexity; Tien Tzuo, CEO of Zuora; and finance leaders from Ramp, Gusto, Opendoor, MongoDB, and the Big Four.

The funding arrives at a time when leaders in finance departments are expected to guide strategy, but much of their time is consumed by reconciliations, fragmented systems, and spreadsheet corrections. 

The challenge is compounded by a shrinking talent pipeline, analysts warn that three-quarters of accountants are on track to retire by 2030, with fewer graduates entering the profession. This shortage raises the risk of errors, delayed audits, and heavier workloads for those left in the field.

Maximor’s solution centres on AI-driven finance agents that plug into systems such as ERPs, payroll, banks, and billing platforms. According to the company, the agents take over repetitive accounting processes while producing audit-ready outputs by default. Customers report measurable results: around 40 per cent more team capacity, faster closes, and smoother audits.

Proptech company Rently, which operates across three countries, cut its month-end close time from eight days to four within its first month of using Maximor. The company also avoided two additional hires by automating repetitive accounting work. 

Similarly, registered investment advisor Invst, with assets under management in the billions, used Maximor to automate reconciliations, allocations, and reporting, gaining profitability insights that were previously impractical.

“Finance should be the growth engine of a company, not a cost centre,” said Ramnandan Krishnamurthy, CEO and co-founder of Maximor. “Capital is how decisions are made. Our job is to automate the mechanics and unify the data so finance leaders can spend time guiding the business. We measure success by customer outcomes, not seats purchased.”

The startup was co-founded by Krishnamurthy and Ajay Krishna Amudan, who both worked at Microsoft’s digital transformation group. Their experience with large corporate finance teams exposed the limitations of existing tools, where millions spent on ERPs often failed to eliminate the reliance on manual spreadsheets.

For investors, Maximor represents a way to modernise a space long criticised for inefficiency. Ashu Garg, General Partner at Foundation Capital, said: “What attracted us to Maximor is their seamless integration to any ERP system. Instead of chasing features like many ERP startups, Maximor uses AI to tackle real challenges faced by finance leaders at global companies. Unlike solutions with disconnected AI tools, Maximor has built a unified platform where specialised AI agents work together seamlessly. For mid-market and enterprise finance teams, it bridges the gap between their current systems and advanced AI, enabling meaningful transformation without disruption.”

Customers are already reiterating this. Dustin Neal, CFO at Rently, said: “Finance should be a growth catalyst, not a bottleneck. With Maximor, our team delivers reliable, audit-ready outputs efficiently while freeing up nearly 50% of our capacity for strategic work. I’m excited about the doors this opens for our business—and energised to partner with a team that’s both world-class and customer-focused.”

Maximor describes its approach as a “financial command centre”, integrating ERPs like NetSuite and Intacct, payroll systems, banks, CRMs, and SaaS tools into one reconciled source of truth. Built on its proprietary Audit-Ready Agent architecture, the platform automatically generates workpapers, reviewer notes, and audit trails. The company argues this ensures compliance and transparency while reducing risk.

Maximor plans to extend automation across more accounting workflows, release industry-specific modules, and build advanced forecasting tools to support scenario planning. Its long-term goal is clear: to give mid-market and enterprise companies an “always-on, audit-ready AI-powered finance team.”

Across Africa, enterprises are particularly overwhelmed by complexity, managing an average of 45 to 75 disconnected IT tools, while automation remains underutilised. However, this is changing rapidly.

At the forefront of change is the adoption and deployment of IT automation solutions. These tools and systems automate repetitive tasks and manual processes, reduce errors, and streamline operations and workflows.

In South Africa, Think Tank Software Solutions [TTSS] is at the forefront of this shift, partnering with global automation leaders such as Docusign, Workato, and Zapier.

Case studies indicate that these automation tools can help African businesses cut turnaround times by up to 80%, reduce manual tasks by 80%, and boost ROI by as much as 291%.

“As businesses across the continent face growing pressure to do more with less, automation isn’t just a cost-saver; it’s a competitive edge,” says Greg Strydom, managing director at TTSS. “Our partnerships with leading platforms allow us to deliver secure, scalable, and simplified operations that drive measurable impact across HR, sales, procurement, and IT.

Three Powerhouse Platforms Enabling Real-World Transformation

Docusign: Compliance, Contracts & Speed

• 82% of agreements are completed in less than a day; 49% in under 15 minutes.
• Automating agreement workflows leads to an 80% faster turnaround, 40% lower processing times, and significantly improved audit compliance.
• TTSS uses Docusign to transform contract lifecycle management and reduce friction in high-risk environments.

Workato: No-Code Integration at Scale

• 3+ billion workflows automated per month across 11,000+ companies.
• Delivers 291% average ROI over 3 years (Forrester TEI Report).
• Enables “citizen automation” by empowering business users to build powerful integrations, no dev required.
• TTSS uses Workato to connect finance, HR, and CRM systems, reducing IT backlogs and boosting enterprise agility.

Zapier: Lightweight, Instant Automation

• Trusted by 3.4 million+ businesses, supporting over 8,000 app integrations.
• Users report 40% productivity increases and a 38% drop in data entry time.
• TTSS leverages Zapier for fast, affordable automation across SMEs and fast-scaling startups.

Automation That Fits the African Business Landscape

Whether it’s a large financial institution handling global contracts or a startup that automates lead capture, TTSS has made automation accessible, secure, and scalable across the continent for over a decade. The firm’s custom automation strategies decrease IT complexity while ensuring compliance and operational resilience.

“Automation is not a luxury, it’s the lever for sustainable growth and digital transformation,” concludes Strydom. “With the right solution and partner who understands how to implement efficiently and effectively, African businesses can move faster, serve customers better, and build truly modern operations. And that’s what we strive to do here at TTSS – make Africa perform at a global level.”

Launched on Saturday, March 15, 2025, the co-working space was built in collaboration with the federal government’s Three Million Technical Talent (3MTT) program.

Over 100,000 learners are already engaged, and with a vision to train millions of tech talents, this initiative is an aggressive drive to leverage a Proof-of-Skills Hiring model for digital economic growth across the country.

According to the keynote speaker, Francis Sani, technical adviser for Innovation, Entrepreneurship, and Capital to the Minister of Communications, Innovation and Digital Economy, the country has the largest youth population in Africa and a median age of 16 years, compared to 38 in the U.S. and 46 in Japan. This is an unmatched advantage in the drive for global tech competitiveness.

However, access to quality training and employment pathways has been a major challenge. “We have the talent, we have the ambition, but we must scale up digital skills to compete globally,” he said.

The XTERNS Hub aims to bridge the gap between learning and earning, ensuring that graduates are not just trained but also integrated into the workforce.

Dare Olufunmilayo, founder of Darey.io, said: “No one has to wait to be hired; our system ensures talent proves itself before stepping into an interview.

“Thousands of Nigerians have started their careers through Darey.io, working for top global companies, launching startups, and creating groundbreaking solutions. Xterns.ai is our next big leap—where we don’t just train talents; we integrate them directly into the workforce through our Proof-of-Skills Hiring model.

This is why today’s theme—Tech & Tea: Brewing Nigeria’s Technology Innovation Future—is so important. It reflects our belief that, just like brewing the perfect tea, building a thriving digital economy requires the right ingredients: talent, innovation, and collaboration,” Olufunmilayo explained.

One of the limitations to digital innovation in Nigeria has been infrastructure, particularly internet access. However, Nigeria is currently working to ensure a fibre optic uprising.

“We are currently at about 35,000 kilometres of fibre. The $2 billion broadband expansion project will add 90,000 kilometres more in the next two years,” Sani revealed. “This will position Nigeria as one of the top 10 countries globally in internet penetration.”

This will also help connect remote areas, ensuring that tech talent from across the country can participate in the digital economy.

Tech Without Tools?

Another challenge has been hardware accessibility. Many aspiring tech talents lack basic laptops, which are now priced at an average of ₦500,000.

To address this, Darey.io is launching the Dare Olufunmilayo Human Capital Foundation, aimed at providing laptops and stipends to learners.

“We need the private sector to step up,” Olufunmilayo stated. “Government alone cannot do this. We must collaborate to give young people the tools they need to succeed.”

AI, Automation, and the Job Market

With AI, the nature of work is changing. Olufunmilayo and Sani stressed that Nigeria needs to move from being a technology consumer to a producer.

“The world will look very different in five years,” Sani stated. “This is another Industrial Revolution. The question is; will Nigeria be on the side of consumers or creators?”

To place the country on the right side of history, XTERNS.ai is incorporating AI-powered project-based learning to ensure graduates gain real-world experience rather than just theoretical knowledge.

With 5000 learners trained in four years and a 100,000+ talent pipeline already in motion, Darey.io and XTERNS.ai are scaling operations with speed. 

The next target is 3 million trained professionals, a goal that will require government support, private sector investment, and international collaboration.

“We are not out of the race; we are exactly where we need to be,” Sani said. “Nigeria has the ambition, the talent, and now, the infrastructure. This is our moment.”

• “Audiences don’t just want stories; they want stories they can trust and relate to. Authenticity is non-negotiable
• “AI is a strategic partner. It doesn’t replace human creativity but enhances it.”
• “In an age of short attention spans, visual and interactive content rules”
• “There is a shift toward micro-influencers, with their smaller but highly engaging audiences, becoming more impactful than those with massive followings”
• “Experiment with AI and emerging technologies, but always remember—the human touch remains irreplaceable in PR”

Technology now drives nearly every aspect of human and business interactions, and the question is no longer if artificial intelligence will overhaul industries but how it will redefine them. Public Relations (PR) is no exception. 

At the second edition of The Newmark Nigerian Industry Webinar, titled ‘The Future of PR in a Digital Age: Content, Automation, and the Role of AI,’ PR professionals dissected how artificial intelligence, content, and automation are impacting public relations (PR).

Hosted by Kayode Bakare, a broadcaster with Rhythm 93.7 FM Lagos, the event was an enlightening discourse on leveraging technology in PR to facilitate stronger audience relationships and innovation.

The speakers included Maureen Mwendwa, senior manager of Social Influence at Newmark Digital; Oreoluwa Ettu, head of Digital Marketing and Graphics Design at Keystone Bank; Damilola Dawson, director of Digital Content at Pulse Nigeria; and Jill Chanley, associate director of Communications, Food and Nutrition Portfolio at Global Health Advocacy Incubator (GHAI).

Maureen Mwendwa on AI as a Strategic Partner

Delivering the keynote address, Maureen Mwendwa, senior manager of Social Influence at Newmark Digital, asked a relatable question: “How many of you have used spell check, asked a voice assistant to play a song, or relied on GPS to navigate? If you have, you’ve already interacted with AI.”

Mwendwa stressed how AI has quietly integrated into daily life and is now revolutionising PR by simplifying tasks and enhancing creativity.

She shared an example from a campaign for a hotel in Goma, DR Congo: “We used a mix of user-generated content and engaging video storytelling to completely shift brand perception and boost reputation. When content aligns with audience interest, the impact is incredible.”

However, she emphasised that AI is a tool, not a replacement for human creativity: “AI is a strategic partner. It doesn’t replace human creativity but enhances it, allowing us to craft better, more compelling narratives.”

Storytelling for Advocacy with Jill Chanley

Jill Chanley, associate director at GHAI, stressed the power of storytelling in digital advocacy, distinguishing it from digital marketing. She explained: “Unlike digital marketing, which focuses on awareness, digital advocacy drives specific policy actions.”

Chanley outlined a three-step approach to creating effective advocacy messages:

1. Highlight the problem – Identify the issue and its root cause.
2. Articulate the relevance – Connect the issue to the audience’s values and experiences.
3. Provide actionable solutions – Ensure the call to action is practical and contextually relevant.

She shared an example from Barbados, where data on the cost of non-communicable diseases was used to advocate for a tax on sugary beverages: “This approach combined data, narratives, and visuals to create a persuasive case that aligned with stakeholders.”

The Role of Collaboration and Continuous Learning

Speakers at the Newmark Webinar agreed that collaboration and continuous learning are essential for PR professionals in this phase of digitalisation.

Maureen Mwendwa advised: “Invest in training your teams, experiment with new content formats, and use analytics to refine your strategies. Collaboration with data analysts, designers, and content creators brings incredible potential.”

Kayode Bakare reiterated: “AI is not here to replace us; it’s here to assist. Let’s leverage these tools to enhance our work while staying true to the essence of PR – building relationships and telling impactful stories.”

Oreoluwa Ettu on AI’s Impact in Financial Services

Oreoluwa Ettu, head of Digital Marketing at Keystone Bank, explored how AI is changing PR strategies, particularly in financial services.

Ettu shared an example of how Keystone Bank used AI for sentiment analysis during a misinformation crisis: “We were able to track sentiment in real-time and measure the positive reception of our corrective messaging. This allowed us to address the negative narrative effectively and reassure our customers.”

However, he also acknowledged challenges in adopting AI, such as integrating legacy systems and complying with data privacy laws. “It’s essential to balance AI with ethical practices and ensure it doesn’t overshadow the human touch in PR,” he advised.

Damilola Dawson on Authenticity and Multimedia

Damilola Dawson, director of Digital Content at Pulse Nigeria, spoke on the importance of authenticity in digital PR: “Audiences don’t just want stories; they want stories they can trust and relate to. Authenticity is non-negotiable.”

Dawson also emphasised the rise of multimedia content like augmented reality (AR) and virtual reality (VR) in PR campaigns: “In an age of short attention spans, visual and interactive content rules. Imagine using AR and VR to recreate events that feel immersive and engaging.”

He discussed the evolving role of influencers, noting a shift toward micro-influencers: “Micro-influencers, with their smaller but highly engaging audiences, are becoming more impactful than those with massive followings. It’s about long-term collaborations, not one-off sponsorships.”

Balancing AI and Ethics in PR

The Newmark Webinar panel also delved into the ethical implications of AI in PR. Damilola Dawson addressed the use of AI to combat fake news: “Proper research remains irreplaceable because AI draws its answers from the internet, which can sometimes result in inaccuracies.”

He cautioned against over-reliance on AI for content creation: “Google heavily clamps down on AI-generated content, preferring original, human-generated material. Over-reliance on AI can impact visibility and engagement. Balance is key.”

Leveraging Technology without Losing the Human Touch

The Newmark webinar stressed the need for PR professionals to adapt to technological advancements while maintaining ethical and strategic integrity.

Maureen Mwendwa concluded: “Experiment with AI and emerging technologies, but always remember—the human touch remains irreplaceable in PR.”

This blend of cutting-edge tools and authentic storytelling is where the future of PR lies.

The collaboration will merge Honeywell’s industrial data from its Forge platform with Google Cloud’s advanced AI technology, creating solutions to enhance autonomous operations for companies across multiple industries.

Scheduled to launch in 2025, these AI-driven solutions will provide businesses with benefits such as reducing maintenance expenses, increasing productivity, and enabling employee development. 

Honeywell’s expertise in industrial processes combined with Google Cloud’s AI capabilities promises to bring changing insights to enterprises, enabling them to simplify operations and make informed decisions with ease.

Vimal Kapur, CEO of Honeywell, explained that the partnership with Google Cloud will allow industries to bridge physical and digital operations effectively. 

According to Kapur, this collaboration will help companies optimise asset performance, improve workforce efficiency, and refine operational processes.

Thomas Kurian, CEO of Google Cloud, also spoke on the importance of this partnership, speaking on the role of AI in unlocking new opportunities for industrial innovation. 

Integrating Honeywell’s data expertise with Google’s cutting-edge AI technologies will enable industrial organisations to be better prepared to address operational challenges and maximise their overall output.

One of the immediate applications will include AI-powered agents tailored to the specific needs of engineers and technicians, enabling faster problem resolution and reduced project timelines. 

These tools will allow users to handle data from various sources, such as images, videos, and sensor readings, which are critical for industrial maintenance and design tasks. 

Again, the collaboration will enhance cybersecurity measures by incorporating Google Threat Intelligence into Honeywell’s existing security platforms to protect industrial infrastructures.

This venture follows the industrial sector’s issues with labour shortages, particularly as the baby boomer generation retires. 

The AI tools developed through this partnership are expected to help mitigate these challenges by enhancing workforce capabilities without replacing jobs. 

Honeywell’s recent report also reveals that while many companies have started exploring AI, only a small percentage have fully implemented these technologies, signalling the need for effective AI adoption in the sector.

In the meantime, both companies aim to explore further advancements in edge computing, with the possibility of more intelligent devices that can function independently of cloud-based systems. 

Honeywell’s focus on innovation, alongside Google Cloud’s expertise in AI, will ensure this partnership boosts resilience in industrial automation.

Honeywell has a longstanding history in industrial solutions, while Google Cloud continues to expand its AI services across various sectors, making this collaboration a promising venture for future advancements in autonomous operations.