But there is still one underlying problem which is that smarter devices now demand more power and data.

As OS updates become more intuitive and user interfaces start to feel like they are reading our minds, they are also quietly consuming more power and data than before.

For most Nigerians who don’t have a stable power supply, and where data subscriptions feel like a monthly rent payment, these innovations can feel more like a trap.

If you’ve just bought one of the latest flagships or installed the newest Android or iOS version, your phone is most likely running on global default settings that may not fit into Nigeria’s realities.

Most of these settings are designed for unlimited fibre connectivity or continuous power, or both. The issues arise when:

• Apps running in the background
• Poor network signal forcing the phone to search constantly for connection
• Location services, Bluetooth, Wi-Fi scanning, and 5G activity
• Social media apps refreshing feeds and syncing notifications
• Malware or spyware in rare cases
• Battery aging or software bugs

To adjust, here are ways to adapt to the latest UX and hardware trends without draining your battery or exhausting your data subscription.

Optimising Network Mode Selection

5G connectivity has been one of the main tech trends of 2026, and we’ve seen more devices, even from the entry-level segment like the Redmi A7 Pro, come with it.

However, 5G connectivity is still a luxury in Nigeria, even though the government is making efforts to improve connectivity across the country.

5G phones are not always designed to lock efficiently onto the best available signal. So if your phone is set to “auto”, it may keep searching for a 5G signal that is not available. This creates unnecessary heat and drains the battery faster.

The Fix: Go to connectivity settings and set your preferred network mode to LTE/4G. You may not notice the speed difference, especially for standard apps, but your device will run cooler, and the battery will last longer.

Reducing Generative UI and Visual Effects

The major UX shift of 2026 is Generative UI, where instead of static icons, interfaces now use liquid glass effects, real-time blurs and animated bento grids.

These new changes do not just affect usage patterns, they require more advanced GPUs to remain active constantly without lags. They are also a significant drain on the battery, and in cases where a user is far away from a power source, these aesthetic features do not improve functional longevity.

The Fix: Go to interface dynamics or accessibility, under display settings and enable static mode or reduce transparency. For Samsung and other selected Android devices, you can reduce animation scale in developer mode.

Configuring WiFi as a Metered Connection

By default, modern smartphones see every WiFi connection as Unlimited. This means that, the moment you connect your phone to a hotspot, the OS triggers maintenance mode and downloads large system updates, syncs media files to the cloud and updates every app in the background.

In Nigeria, this automatic drain when a device accesses a portable MiFi device or smartphone tethering could exhaust an entire monthly subscription in a few minutes.

The Fix: To fix this, go to your WiFi settings and locate “Network Usage” or the Metered toggle. Change the settings to treat as metered. After this, the OS will always request permission before starting large, unplanned downloads.

Switch to “Local-Only” AI Predictions

AI integration in keyboards has made smartphone keyboards smarter in 2026, but most of the time, the smart features need an internet connection to function properly.

For smarter replies and good grammar, most keyboards now send your data to cloud-based AI servers and this adds up to extra data cost at the end of the month plus privacy concerns.

The Fix: Although the additional data cost may be tiny or insignificant, you can turn this off in your keyboard settings. Turn off cloud suggestions and enable on-device processing. Your phone will use its own internal NPU to help you type afterwards. It’s fast and works offline.

In 2026 owning a high-end phone, or a phone with future-proof features can feel like owning an apartment. With all features on, you will sacrifice more power and money to keep them running.

By taking a few minutes to implement these settings, you are not making your phone number. You are just making it more ideal for Nigeria’s realities.

This transition dictates how businesses grow and survive in the new year, and the next decade at large.

Recent data shows about 95% of businesses in Africa are SMEs, and they contribute roughly 40% of the continent’s GDP and more than half of its jobs. Most of these firms are now part of digital ecosystems where data flows through every transaction and interaction.

That alone is reason enough to pay attention.

Why the Shift to Data is Important

In the early phase of digital adoption (roughly 2015–2022), the story was about embracing digital payments, online stores and basic apps. 

By 2025, that matured. Digital transactions are now the norm. For example, surveys show over 99% of SMEs in Nigeria accept digital payments, and in South Africa around 90% of SMEs do the same, not just to be modern, but because it improves financial management, cash flow and customer access. 

These payment records generate data. And the most forward-thinking firms are going beyond collecting that data to acting on it.

Data is being used to:

• Spot slow-moving inventory weeks before stockouts happen
• Predict which customer segments are most profitable
• Adjust pricing after analysing local demand shifts
• Evaluate creditworthiness based on transaction histories

This is happening now and companies that learn to turn raw numbers into decisions are gaining advantage.

What “Data-Driven” Really Looks Like on the Ground

Being data-driven doesn’t mean you need a team of PhDs or massive budgets. For African SMEs in 2025, it meant practical actions:

1. Operational Decisions Replace Guesswork

Business owners are looking at sales patterns weekly, not just quarterly. They monitor which products sell at different times and adjust inventory accordingly. Even simple dashboards from payment providers can reveal trends previously invisible.

2. Digital Banking and Lending Get Smarter

Banks across Africa are investing heavily in SME services that use data, not paper forms, to evaluate credit risk. A recent industry report shows 83% of banks now treat SME banking as a strategic priority, using mobile platforms and analytics tools to serve these clients better. 

Mobile banking is especially important because it reaches businesses in rural or underserved regions. These platforms also generate data that lenders and firms can use to make decisions faster and with less bias.

3. Adoption Still Uneven, But Growing Fast

While basic digital tools are widely used, sophisticated data usage is still emerging. Digital onboarding (where a business can open an account entirely online) is fully available in only around 42% of cases, showing that there’s still work to be done.

Unreliable internet in some regions, high data costs, and skill gaps are causing limitations. But where these challenges are overcome, businesses are already seeing results.

The Economic Importance

If SMEs are the backbone of economic activity, and evidence says they are, then better decision-making at this level scales into macro performance:

• Greater resilience to shocks: Firms that read their own data can react quicker to supply delays, currency swings or demand drops.
• Improved access to finance: Data signals help lenders reduce risk, which expands credit availability. Digital lending products using analytics are growing in availability.
• Higher productivity: Data helps reduce waste and simplify operations, both essential in thin-margin environments where small inefficiencies compound quickly.

Enhanced data use directly influences how investment is allocated and how business strategies evolve.

Lessons from 2025

As the year closes, let’s take a look at a few patterns:

1. Digital adoption is widespread, especially for payments and banking interfaces.
2. True data usage is growing, but uneven across regions and sectors.
3. Financial institutions are doubling down on data-enabled services like mobile banking and analytics.
4. Infrastructure continues to improve, with new data centres and cloud partnerships aimed at reducing costs and boosting speed. 

Looking Forward to 2026

If 2025 was the year data went from novelty to necessity, then 2026 will be the year businesses start competing on it.

I expect the following trends to become more visible:

• SMEs using predictive analytics at scale, not just reporting what happened, but anticipating what will.
• Data literacy emerging as a core business skill, not a bonus.
• Policy and infrastructure balance, as governments and service providers invest in reducing data costs and expanding connectivity.

For anyone leading an SME in Africa, pay attention to the fact that technology without data just sits on a shelf. Data is what turns technology into decision power.

It allows professionals to Understand and articulate their strengths, align their values with their work, show up consistently, build trust and visibility, communicate impact, not just activities, become intentional about how they are perceived and position themselves for leadership roles

When employees evolve into personal brand leaders, organisations benefit from better teamwork, Improved communication, stronger accountability, Positive workplace culture, greater innovation and higher retention

This is why global companies invest heavily in personal leadership and self-awareness training. It drives performance and deepens organisational identity.

For African Tech to Scale, We Must Build People – Not Just Skills

Our continent will not win in the digital economy simply because we have more certified developers, designers, product managers, or cybersecurity analysts.

We will win because we have Technologists who understand themselves; Teams who communicate with clarity; Professionals who can lead with emotional intelligence and organisations that value identity just as much as innovation.

Self-awareness is the foundation that sustains talent. It is how we turn competence into performance and performance into impact.

So, if you are a professional or a budding leader, start investing in understanding who you are, why you do what you do, and the unique value you bring. Skills open doors. Self-awareness determines what you do when you walk through them.

For organisations, empower your teams with the tools for self-awareness and personal brand leadership. Companies grow when people grow from within.

In a world driven by AI, data, digital transformation, and innovation, one truth remains unchanged: You cannot build a strong career or business identity without first building a strong personal identity.

Skills will get you noticed; Self-awareness will keep you relevant. Personal branding will make you unforgettable.

Saudi-Arabia and the United Arab Emirates just announced plans to buy hundreds of thousands of advanced AI chips. And at France’s “AI Action Summit” earlier this year, public and private actors pledged investments surpassing €300 billion to advance AI in Europe.

It is very clear that expectations about the economic benefits of this technology are sky high.

Yet, a recent McKinsey survey found that more than 80% of organizations worldwide are not yet seeing any tangible impact on their profits. So where does this mismatch come from?

The key to the answer is that AI is not a stand-alone technology. For its benefits to materialize, AI has to be deeply embedded in business processes.

And for that, companies have to put three pillars in place: modern cloud software, modern data management, and a consistent stack of AI technologies linking with them.

Let’s start with software: All successful companies use software to organize and optimize their business operations – from order intake and procurement to production, delivery and customer service. Yet, many enterprises still rely on legacy on-premise software – that is, a wide range of programs installed on the company’s local IT servers.

This “software landscape” often consists of disparate applications plugged together – heavily modified over the years and frequently not up to date with the latest innovations. These complex systems are costly to maintain, and they make it difficult for companies and their leaders to respond to challenges and opportunities with agility and speed.

AI applications, too, face major obstacles in legacy systems: They have a hard time grasping the company’s inner workings, making sense of fragmented and widely distributed datasets, and may not be able to find certain key information.

The first step towards powerful business AI, therefore, is the move from legacy on-premise software to modern cloud software – that is applications that are centrally managed and maintained in professional data centers, constantly updated with new innovations, and tightly linked so information can flow freely between the different parts of the company.

For companies today, this so-called cloud migration is faster, smoother and more transparent than ever before – thanks to the proven methods and advanced digital tools now available.

And the prize is larger than ever before, too: integrated cloud applications work together out of the box and cover the company’s software needs end-to-end across departments.

This integration allows a car maker, for example, to reduce time and cost – say, from receiving an order through the vehicle’s production to its final delivery.  Similar benefits extend to all other industries and workflows.

A cloud migration, consequently, is more than an IT project: it is the digital foundation for a thorough modernization of the entire enterprise, for moving from “good” to “great.”

Once in the cloud, companies can add advanced data management solutions with little effort. Think of advanced data management as a magic filing cabinet: it automatically stores and organizes all documents, all information, all data automatically in the right place and in perfect order – always up to date, perfectly searchable, without duplicates and errors, smartly annotated, and everything in the right context.

In their combination, integrated cloud applications and advanced data management allow company leaders a holistic view of their enterprise.

At the same time, they enable AI technologies to access, understand, and facilitate transactions across the company – assisting human users with repetitive tasks as well as with deep analyses and insights.

And the next evolution is already at hand: Based on integrated cloud applications and data management, digital coworkers – also known as “AI agents” – are now able to carry out complex work assignments. For example: find overdue invoices, identify what went wrong, resolve the issue, and make sure payment targets are met.

Realizing the tremendous benefits of AI is thus about going on a journey: from on-premise software to cloud applications, then onwards to modern data management and the use of AI agents throughout the enterprise.

It is this journey that unlocks the tremendous potential so many see in AI – and enables us to completely reimagine how our businesses and economies are run.

The article stresses the importance of gathering and analysing data to facilitate sustainable advancement and positive transformation in African communities.

By systematically gathering and interpreting data, policymakers and stakeholders can gain valuable insights that inform the development of evidence-based strategies tailored to the unique needs and challenges of African nations.

Whether related to healthcare, education, infrastructure development, or environmental conservation, data is a crucial tool for identifying key areas for intervention, setting benchmarks for progress, and efficiently allocating resources to maximise impact.

Data-driven decision-making improves transparency, accountability, and effectiveness in governance, resulting in more inclusive and equitable development outcomes.

By leveraging data analytics, governments and organizations can better understand complex socio-economic issues, anticipate emerging trends, and respond quickly to crises or challenges.

This approach fosters resilience and promotes sustainable development throughout Africa.

The comprehensive use of data, as highlighted in the article, emphasizes its transformative potential as a catalyst for progress in Africa.

By recognizing data as a fundamental driver of development, stakeholders can harness its power to unlock new opportunities, foster innovation, and create a more prosperous and resilient future for the continent and its people.

Data acts as a powerful tool for policymakers, allowing them to identify priority areas for intervention and monitor progress toward development goals with precision and transparency.

Through the systematic collection of accurate and reliable data, governments and development organizations can gain a thorough understanding of the complex needs and challenges facing their populations.

This understanding paves the way for more targeted and effective interventions that can drive positive change.

When data is effectively used in decision-making processes, policymakers gain valuable insights that help them prioritize interventions for the most pressing issues in their communities.

By analyzing data trends and patterns, decision-makers can pinpoint areas where resources are urgently needed and allocate them accordingly to maximize impact and achieve sustainable development goals.

This focused approach not only optimizes the use of limited resources but also ensures that interventions are specifically tailored to meet the unique needs of the population, thereby enhancing their effectiveness and relevance.

Moreover, by monitoring progress toward development goals through data analysis, policymakers can assess the impact of their interventions over time and make necessary adjustments to ensure that objectives are met.

Data-driven monitoring provides real-time feedback on the effectiveness of programs and policies, allowing decision-makers to adapt their strategies in response to emerging challenges or changing circumstances.

This flexibility is essential for ensuring that development efforts remain responsive to the evolving needs of populations and continue to foster positive change in a sustainable way.

The use of data in decision-making processes significantly improves the efficiency and effectiveness of interventions while also fostering accountability, transparency, and evidence-based policymaking.

By leveraging data to inform their decisions, policymakers can develop more targeted, impactful, and sustainable initiatives that have the potential to positively transform the lives of individuals and communities.

However, despite the clear advantages of data collection and analysis in driving development in Africa, the continent faces considerable challenges. Limited infrastructure, a lack of resources, and capacity constraints create serious obstacles to the effective collection and use of data.

These barriers hinder evidence-based decision-making and impede progress in addressing critical social and economic issues.

The lack of adequate infrastructure, such as reliable internet connectivity and technological tools, in many parts of Africa poses a significant challenge to data collection efforts.

This can hinder the timely and accurate collection of data, limiting the availability of crucial information needed to inform policy decisions and drive development initiatives.

Similarly, the scarcity of resources, including funding and skilled personnel, further exacerbates the challenges of data collection, analysis, and interpretation.

Without adequate financial and human resources, governments and organizations may struggle to implement robust data collection systems and sustain data-driven efforts to promote development and innovation.

Capacity constraints, such as a shortage of trained personnel and technical expertise in data collection and analysis, present additional challenges to effectively leveraging data for development in Africa.

It is crucial to build and strengthen the capabilities of individuals and institutions to collect, manage, and analyze data.

This ensures the accuracy, reliability, and relevance of data-driven insights that inform decision-making processes.

Addressing these capacity gaps through training programs, knowledge-sharing initiatives, and partnerships with academic and research institutions is essential for improving the quality and utility of the data collected in the region.

In addition to these challenges, issues related to data privacy, security, and transparency must be carefully considered and addressed to protect the integrity and ethical use of data in development efforts.

It is essential to collect, store, and share data securely and responsibly to safeguard the privacy and rights of individuals and communities.

Transparency in data collection and management is essential for building trust and accountability among stakeholders involved in development initiatives.

By creating strong data governance frameworks and following best practices in data management, policymakers and organizations can reduce the risks of data misuse and ensure that data is used ethically and in the best interest of the population.

In Africa, data collection presents valuable prospects for advancing development and growth. However, it is vital to tackle challenges such as inadequate infrastructure, resource limitations, capacity shortfalls, and privacy issues.

These actions are pivotal for maximising the impact of data in achieving sustainable development goals continent-wide.

Through investments in enhancing data collection abilities, strengthening data security and transparency, and advocating for ethical data practices, African nations can surmount these obstacles.

This will empower them to utilise data as a potent instrument for making informed decisions, devising effective policies, and fostering inclusive development results.

Despite the challenges encountered in data collection in Africa, there are substantial opportunities to utilise data to propel development and stimulate innovation throughout the continent.

The rapid expansion of mobile technology and the widespread embrace of digital platforms have transformed the terrain of data collection and analysis, offering fresh pathways for collecting and interpreting information from various sources.

The growing connectivity and availability facilitated by mobile devices have democratised data collection, allowing for a more extensive and inclusive method of capturing insights and trends that can guide policy choices and development plans.

The widespread use of mobile phones and digital platforms has not only facilitated data collection but has also opened up avenues for real-time monitoring and evaluation of development initiatives in Africa.

Through mobile surveys, social media analytics, and data collection apps, governments, NGOs, and development organizations can collect timely and relevant data on a wide range of social, economic, and environmental indicators.

This real-time data collection capability enables policymakers to track progress towards development goals, identify emerging challenges, and make informed decisions based on up-to-date information, leading to more effective and responsive interventions.

In addition, the adoption of data analytics and machine learning technologies offers significant potential for unlocking fresh avenues for growth and innovation in Africa.

Through the utilisation of data analytics, organisations can extract valuable insights from vast and intricate datasets, revealing patterns, trends, and relationships that can guide strategic decision-making and instigate transformative progress.

Insights derived from data can pinpoint unexplored market opportunities, optimise resource distribution, and formulate targeted interventions that address the distinct requirements and challenges encountered by African communities.

Furthermore, the innovative use of data, including predictive modelling, geospatial analysis, and impact evaluation, can empower Africa to develop sustainable solutions to critical social and economic issues.

By leveraging data to predict future trends, map out vulnerable populations, and evaluate the effects of interventions, policymakers and development professionals can design more efficient and targeted programmes that bring tangible benefits to those in need.

Data-led approaches enhance the efficacy of development endeavours and promote transparency, accountability, and evidence-based decision-making, ultimately culminating in more sustainable and impactful outcomes.

Despite the ongoing challenges in data collection across Africa, the opportunities offered by the rise of mobile technology, digital platforms, and data analytics are significant and encouraging.

By adopting data-driven approaches, Africa has the potential to leverage information to advance development, empower communities, and promote innovation, ultimately leading to positive social and economic transformation throughout the continent.

By committing to invest in data collection capabilities, ensuring data privacy and transparency, and embracing innovative technologies, African countries can fully harness the power of data as a catalyst for sustainable development and inclusive growth.

In conclusion, data collection plays a crucial role in advancing Africa’s development and promoting inclusivity.

By tackling the challenges and leveraging the opportunities associated with data use, the continent can realize its full potential and create a brighter future for all its people.

Some say they’re clunky, slow, and miss the point entirely. Now, in a rare pivot, Apple is quietly trying to fix things by tapping into something it has long guarded: your device’s data.

No, they’re not harvesting your emails. But they are sending test data to your iPhone or Mac—if you’ve opted in to share analytics. That’s the catch. They call this process differential privacy, but in real terms, here’s what it means: Apple creates large pools of fake emails, analyses their structure, and then compares them to snippets from real user content—without ever collecting that content.

It’s a workaround. A clever one.

The company admitted in a blog post: “To curate a representative set of synthetic emails, we start by creating a large set of synthetic messages on a variety of topics […] We then derive a representation, called an embedding, of each synthetic message that captures some of the key dimensions of the message like language, topic, and length.”

Apple Sued Over Apple Intelligence Delay; Customers Seek Compensation for Missing AI Features

These “embeddings” are sent to devices participating in Apple’s Device Analytics programme. Those devices then silently check them against your real email samples—not to send back your data, but to inform Apple which of its synthetic datasets hit the mark.

I get why they’re doing it. Apple’s current AI features have fallen behind the likes of OpenAI and Google. Its models are struggling because they’re too reliant on data that doesn’t reflect how people actually communicate. Real-world input is messy, nuanced, and unpredictable. The synthetic stuff? Too polished, too generic.

Apple is hoping this new feedback loop will breathe life into tools like Genmoji, Image Playground, Visual Intelligence, and Writing Tools. And while they claim to respect your privacy—“Synthetic data are created to mimic the format and important properties of user data, but do not contain any actual user-generated content”—the success of this hinges entirely on whether enough users say yes to the background data checks.

There’s more. In the same blog post, Apple explained that it’s using this method to refine summaries, writing suggestions, and even memory-based image creation. It all ties into a bigger initiative the company has branded as “Apple Intelligence”, which—let’s be honest—hasn’t exactly inspired confidence yet.

Interestingly, Apple’s recent management shuffle has its own story. In March, the company stripped Siri from long-time executive John Giannandrea. Control was handed instead to Mike Rockwell, the man behind the Vision Pro, and software boss Craig Federighi. They want results, not promises.

But the timeline is still murky. While the changes are expected to appear in beta versions of iOS 18.5 and macOS 15.5, the more significant AI updates—especially for Siri—won’t land until next year.

It’s a wait-and-see game now. Apple’s new approach is smarter, more private, and frankly overdue. But if people don’t opt in—or if the synthetic datasets still fall flat—then Apple may find itself further behind in a path it used to lead.

This goes beyond a business transaction to a strategic power play that puts Musk ahead of the competition in the AI industry.

The Strategy Behind the Deal

Musk bought Twitter in 2022 for $44 billion, a price many thought was too high. Now, he’s effectively repositioned it under xAI, and while the $33 billion valuation looks like a loss on paper, the move is anything but a failure.

Fernando Cao, co-founder of Thoughtleadr, described it bluntly in a thread on X:

“Elon Musk just declared war on every AI company. His $80B company, xAI, just bought X for $33B… And he now has the ONE thing OpenAI, Anthropic, & Google desperately need.”

That one thing? Data.

X is no longer just a social media platform, it’s now a real-time data goldmine with 600 million active users generating conversations, opinions, and trends every second. 

For AI companies, high-quality, diverse, and real-world data is indispensable for training better models. Most AI labs rely on scraped web data, licensing agreements, or outdated datasets. Musk now owns a direct pipeline to the internet’s raw, unfiltered human-generated content.

Data is the New Oil—But Are Nigerians Selling Theirs Too Cheap?

A Competitive Edge in AI

Musk laid out his vision in his announcement:

“@xAI has acquired @X in an all-stock transaction. The combination values xAI at $80 billion and X at $33 billion ($45B less $12B debt). Since its founding two years ago, xAI has rapidly become one of the leading AI labs in the world, building models and data centres at unprecedented speed and scale.”

With this deal, xAI no longer faces the same data limitations as OpenAI, Anthropic, and Google DeepMind. While they don’t easily get fresh training data, xAI has unrestricted access to an ongoing stream of human interactions, breaking news, cultural shifts, and social trends—all in real-time.

This data advantage will likely supercharge xAI’s existing models, including Grok, its AI chatbot integrated within X Premium. Unlike ChatGPT and Claude, which rely on periodically updated training sets, Grok can pull live information from X, making it more responsive and relevant in fast-changing discussions.

Musk’s goal is not limited to embedding AI into X. He sees this as the start of a fundamental transformation. In his words:

“xAI and X’s futures are intertwined. Today, we officially take the step to combine the data, models, compute, distribution, and talent. This combination will unlock immense potential by blending xAI’s advanced AI capability and expertise with X’s massive reach.”

What does this mean in practice?

1. Hyper-Personalised Feeds

Current recommendation algorithms on social media are basic compared to what’s coming. With xAI’s deeper machine learning integration, X could evolve into a truly adaptive platform—one that understands not just what users engage with, but why they engage with it.

2. AI-Augmented Conversations

Imagine composing a post on X and having AI suggest improvements, fact-check in real time, or translate it instantly. Debates could be moderated by AI, reducing misinformation and clarifying misunderstandings before they escalate.

3. The “Everything App” Reality

Elon Musk has long talked about turning X into an all-in-one digital ecosystem. With AI at its core, X could integrate:

• Content creation tools (AI-generated articles, videos, and art)
• Virtual assistants (like an evolved version of Siri or Alexa, but deeply personalised)
• Knowledge-sharing hubs (AI-enhanced forums, expert-driven discussions)

Cao believes this shift is already happening:

“X is transforming from a social media platform into an AI-powered ecosystem. This means unprecedented opportunities for those who establish their presence on X now, before the full integration takes effect.”

He compares it to the early days of YouTube, Instagram, and TikTok, when the first wave of creators gained massive advantages. As AI-powered distribution improves, those who position themselves on X today could reap exponential benefits.

In structuring the deal so that xAI, not X, is the acquiring entity, Elon Musk sidesteps many regulatory issues. Governments around the world have cracked down on big tech consolidations, but this acquisition is framed as an AI expansion rather than a social media takeover.

For competitors like OpenAI and Google, the stakes just got higher. The AI industry is built on data, models, and compute power—and Musk has now strengthened all three pillars. He owns the infrastructure, the algorithms, and now, the world’s largest real-time dataset.

It’s a high-risk, high-reward strategy, but if Elon Musk is right, this move won’t just redefine X—it could completely change how AI is developed, deployed, and experienced worldwide.

And, as he put it in his closing statement:

“This is just the beginning.”

But instead of profiting, most times, we give away these data free while tech companies—both local and global—turn them into billions of dollars.

If data is the new oil, why are Nigerians being paid in likes and targeted ads instead of actual money?

While tech giants and even Nigerian startups rake in profits from user data, the people generating this wealth see little to no return. Are we being exploited, or is this just the price of “free” digital services? More importantly, what can we do about it?

Who Profits?

Every digital interaction—every like, every search, every online payment—is raw material for an industry worth over $3 trillion globally. Companies like Meta, Google, and Amazon don’t just sell products, they sell insights into human behaviour.

Here’s an example: In 2023, Google made over $280 billion, with more than 80% of that coming from ads. But what powers those ads? User data. Every time you search for flights, hotels, or even a pair of shoes, that information gets packaged, analysed, and sold to advertisers who bid for your attention.

The same happens in Nigeria, but with less transparency. Fintech firms collect transaction data to refine credit scoring models. Telecoms track usage patterns to sell better-targeted plans. Even ride-hailing apps like Bolt use location data to optimise pricing. The difference? Unlike in Europe, where strict laws force companies to disclose data usage and, in some cases, compensate users, Nigerians get nothing.

Nigeria is among the fastest-growing digital populations in the world, with millions hopping online to connect, transact, and innovate. Social media platforms, fintech apps, e-commerce sites-they all rely on the steady stream of data we generate. But for all the value we create, what do we get in return? Likes, notifications, and maybe a chance to trend online for 48 hours.

The truth is that we’re “selling” our data every time we agree to an app’s terms and conditions, often without understanding what it entails.

Our digital breadcrumbs-location data, spending habits, browsing history-are collected, analyzed, and sold, sometimes by companies we’ve never even heard of. It’s like running a gold mine but receiving payment in monopoly money.

And the kicker? With limited awareness and weak regulatory frameworks, we’re doing this willingly. It’s a digital free-for-all, and Nigerian consumers are caught in the middle.

So, now answering the question, who profits? Let’s not kid ourselves. The bulk of the wealth generated from Nigerian data doesn’t stay in Nigeria. It flows into the coffers of multinational corporations. Big Tech firms sit on the proverbial oil wells, refining raw user data into targeted ads, predictive analytics, and market insights. 

Meanwhile, local startups and businesses most times lack the infrastructure or scale to compete, leaving them out of the data gold rush.

And what about the individual? Us? We’re the worker ants building empires for others, one click at a time. We don’t own our data, we don’t control who uses it, and we certainly don’t see any dividends.

Nigeria has over 103 million internet users and over 205 million mobile connections. That’s a massive data footprint. Every second, millions of Nigerians transact through fintech apps, chat on WhatsApp, post on X (formerly Twitter), and browse the web. But where does all this data go?

• Fintech & Banking: Every mobile money transfer, loan request, or bill payment provides insights into financial habits. Payment giants like Opay, PalmPay, and Flutterwave use this to refine services, but customers have no control over how their data is used.
• Telecom & Internet Providers: MTN, Airtel, and Glo track call logs, location history, and browsing behaviour. This data is sometimes shared with third parties or used for targeted advertising.
• Social Media & E-commerce: Nigerians engage heavily on X, Instagram, TikTok, and local e-commerce platforms like Jumia and Konga. Their preferences, interests, and even political leanings become marketable insights.
• Government & Public Data: National ID systems like BVN and NIN centralise citizen data, but weak policies leave gaps for misuse, leaks, or unauthorised access.

If our data is this valuable, why are we not benefiting from it?

Are Nigerians Being Exploited? The Missing Piece in Data Ownership

Let’s compare: In the EU, GDPR (General Data Protection Regulation) ensures that companies must obtain user consent before collecting data. In the US, data brokers make billions selling user profiles. But in Nigeria, weak enforcement of NDPR (Nigeria Data Protection Regulation) means most people have no idea where their data goes.

The consequences?

• Privacy Violations: Data breaches are common. In 2023, a major Nigerian telecom provider reportedly got hacked, exposing millions of customer records online.
• Financial Exploitation: Some loan apps access users’ contacts and call history, then use aggressive debt collection tactics.
• Lack of Control: Nigerians cannot opt out of data tracking on many platforms, meaning companies make money off their information without consent.

Imagine if every Nigerian could own and monetise their own data—companies would have to pay to access it, just like they do for oil, real estate, or any other valuable resource.

The solution starts with awareness and action. Here’s what needs to change:

1. Education 

Let’s stop clicking “Agree” like it’s a reflex.

If you don’t know the value of something, you can’t fight for it. From secondary schools down to community workshops, Nigerians should be taught the basics of data privacy and its economic implications. Data literacy is super necessary. 

2. Stronger Data Protection Laws

The government must go beyond NDPR and enforce GDPR-level regulations. Users should have the right to know how their data is used, opt out of tracking, and even get compensated when their data is monetised.

2. Monetisation Models for Users

There are already platforms globally where users can sell access to their data directly to advertisers instead of giving it away. Nigerian startups should explore this model. Imagine getting paid for sharing your shopping habits instead of just seeing endless targeted ads.

3. Smarter Digital Habits

Individuals can take small steps to protect their data:

• Use privacy-focused browsers (e.g., Brave, DuckDuckGo).
• Turn off ad tracking in app settings.
• Be selective with permissions—most apps don’t need access to your location or contacts.

4. Blockchain & Decentralised Data Ownership

Some startups worldwide are exploring blockchain-based personal data markets where users control access. This could be a game-changer for Nigeria’s digital economy.

Nigerians are producing valuable data every second, but only big tech firms and businesses are profiting. This must change.

• Policymakers need to prioritise data ownership rights.
• Entrepreneurs should build user-first platforms that reward people for their data.
• Individuals must demand more transparency from companies collecting their information.

If data is the new oil, then Nigerians must stop giving it away for free. It’s time to take control.

Internet penetration is at 45.5%, and yet the digital economy is generating figures more astonishing than crude oil barrels rolling out of the Niger Delta. 

Data is no longer just an abstract term; it’s the 21st-century gold mine, and Nigeria might just be its richest untapped vein.

What if we told you that the black gold Nigeria has long relied upon is being overtaken by something invisible yet infinitely more valuable? In our world that thrives on connectivity and digital innovation, data is the “new oil” driving global economies. 

For Nigeria, this is an outstanding opportunity to pivot away from oil dependency and embrace data as a primary export commodity. But will Nigeria rise to the challenge or squander the moment?

The Global Rise of Data as a Commodity

Data now powers the engines of industries like artificial intelligence, e-commerce, and fintech, with the global data economy projected to hit $250 billion annually by 2025. 

Countries like India have capitalised on this trend, leveraging their tech systems to export services such as cloud solutions and analytics. 

Estonia’s e-governance model is another example of data’s prospects to enhance economies and attract investments.

This isn’t just theoretical. Nigeria already has homegrown tech success stories like Flutterwave, Andela, and Paystack, asserting the possibility of joining leaders globally. 

Nigeria has what it takes to shine in the international data trade, but the clock is ticking.

Nigeria’s Data Sector: The Sleeping Giant

Nigeria’s data sector is huge, rich, and full of potential:

• Internet Penetration: With 45% broadband penetration and a thriving digital economy, the foundation for growth exists but requires effective reinforcement.
• Social Media & E-commerce: Platforms like Instagram and Jumia are promoting social interactions and powering a $15 billion e-commerce industry (2024 estimate).
• Infrastructure Investment: Data centres like Rack Centre and MainOne are finally keeping Nigerian data on home soil, reducing reliance on foreign infrastructure.

However, there are challenges. From inadequate infrastructure to weak enforcement of the Nigeria Data Protection Regulation (NDPR), there’s a big need to turn potential into performance.

Economic Benefits of Data

If leveraged effectively, data could bolster Nigeria’s economy in the following ways:

1. Boosting GDP: Data monetisation could add billions to national revenue through analytics, artificial intelligence services, and cross-border data exchanges.
2. Job Creation: The emergence of a data economy could create high-paying roles in cybersecurity, data science, and software development.
3. Diversification: By reducing dependency on oil, Nigeria can achieve long-term economic stability and resilience.
4. Sectoral Innovations: From precision agriculture to health diagnostics, data can transform industries and improve livelihoods.

Importantly, Nigeria’s young, tech-savvy population bring a strong talent pool to ensure this process.

Challenges

As with any major changes, there are obstacles:

• Infrastructure Deficits: Limited broadband access, erratic electricity supply, and insufficient storage facilities hinder progress.
• Regulatory Gaps: Weak enforcement of data privacy laws discourages both foreign investment and local adoption.
• Global Competition: Competing with data giants like China and the US requires innovative strategies and huge investment.

For Nigeria to become competitive globally in 2025, a lot has to be done:

• Policy Support: Provide tax incentives for data-focused startups and establish public-private partnerships.
• Infrastructure Expansion: Invest in high-speed internet, renewable energy, and additional data centres.
• Workforce Development: Launch nationwide training in AI, data analytics, and cybersecurity to close the skills gap.
• Public Trust & Regulation: Strengthen the NDPR and ensure transparent cross-border data policies.

The numbers are commendable, with a trade surplus of ₦5.81 trillion and exports reaching ₦20.48 trillion in Q3 2024, the services sector is already driving GDP growth. Data could amplify these gains exponentially.

The question is no longer if Nigeria can become a data-driven economy but how quickly it can adapt to leverage this opportunity. The pieces are in place—lots of talent, increasing investments, and a growing hunger for digital services.

The choice is simple: innovate or stagnate. The clock is ticking, and the data economy waits for no one. Will Nigeria make data its most valuable export by 2025? 

The answer can be found in our ability to leverage, protect, and monetise the resources that are already driving our world.

Kashifu Inuwa, NITDA’s director general, who was represented by Mr Oladejo Olawumi, the director of Information Technology Infrastructure Solutions Department, highlighted the importance of data sovereignty in ensuring Nigeria’s digital future.

By prioritising data security and privacy, the agency aims to foster a thriving digital ecosystem that benefits both individuals and businesses.

The Digital Nigeria Innovation Challenge, organised by NITDA’s Office for Nigerian Digital Innovation (ONDI), showcased the talent and innovation of Nigerian tech entrepreneurs.

The event further reinforced the agency’s commitment to nurturing a vibrant digital community and empowering the next generation of tech leaders.

While stating that the event aligns with the agency’s pillars of its Strategic Roadmap and Action Plan (SRAP) 2.0, Inuwa mentioned that the event underscores NITDA’s vision to position Nigeria as a leader in the global digital economy, creating opportunities for innovators to thrive in an ever-changing technological landscape.

“The issue of having something home-grown is very important because when it comes to data, you would realize that Data is the currency of the digital economy. It is what is driving us now and everything is all about data,” he added.

Speaking of the relevance of the event which speaks to pillars; Robust Technological Research Ecosystem, Foster Digital Literacy and Cultivate Talents, Nurture an Innovative and Entrepreneurial Ecosystem, and Promote Inclusive Access to Digital Infrastructure and Services of the SRAP document, he urged the participants to take advantage of the Nigeria Startup Act (NSA) in promoting their solutions.

“The Nigeria Startup Act enables you to get proper funding to develop what you want to do, and it allows you to meet with angel investors to see how you can be encouraged and bring what you are ideating to the limelight,” he noted.

While stating the agency’s commitment to ensuring that Indigenous digital innovation thrives, Inuwa disclosed that “Innovation Nests” will be created by the agency in 3 states with plans to expand to 6 more by the end of year and stated that the nests are designed to inspire creativity, featuring facilities for work, leisure, and networking with investors.

“These centres will be world-class, offering spaces to relax, collaborate, and attract global investment,” Inuwa explained.

“Whether you win today or not, this platform is a step towards achieving your dreams. Nigeria has the talent, and NITDA is here to ensure that talent is nurtured and celebrated,” he concluded.

Earlier in her opening remark, Ms Victoria Fabunmi, the national coordinator of the ONDI, stated that the event was designed to spotlight groundbreaking ideas and foster collaboration in Nigeria’s tech ecosystem.

While emphasising the agency’s commitment to advancing digital innovations through strategic initiatives, she averred that the innovation challenge aligns with the agency’s SRAP and fulfilling the Ministry’s blueprint pillars of Knowledge, Innovation, and Policy.

“Participants have an opportunity to showcase their ingenious ideas, as they have spent months looking through infrastructure across the country and helping us to identify areas for opportunity as well as areas for strengthening our innovation ecosystem,” she stated.