Nigeria Customs Champions AI-Driven Public Sector Communication


The Nigeria Customs Service (NCS)In a significant step toward modernizing public sector communication, once again is making headlines for its progressive embrace of artificial intelligence and data-driven storytelling.

On Monday, June 23, 2025, the NCS Headquarters in Abuja welcomed renowned AI strategist and digital communications expert, Celestine Achi, for a high-level engagement with the Public Relations Unit of the Service. Achi, author of the acclaimed book “AI-Powered PR: The Essential Guide for Communications Leaders to Master Artificial Intelligence,” was received by Assistant Comptroller of Customs Abdullahi Maiwada, the National Public Relations Officer, alongside senior officers.


In his remarks, Maiwada highlighted the importance of fusing technology with strategic communication to enhance public trust.

The Nigeria Customs Service believes that storytelling, backed by data and powered by modern technology, is a strategic tool for deepening public trust,” he said. 

“We are committed to adopting innovations that enhance the effectiveness and integrity of our communication systems.”


Celestine Achi, visibly impressed by the NCS's communication infrastructure, commended the Service for its professionalism and innovative approach to media engagement within government circles.

The intentionality, professionalism, and forward-thinking excellence you bring to public relations are commendable,” Achi said. “What I’ve seen here, especially the converged media facility is rarely found in the public sector today.”


A key highlight of the visit was the unveiling of the NCS Live PR Attribution Dashboards. a cutting-edge analytics platform custom-built to track and visualize media performance since Comptroller General Adewale Adeniyi assumed office in 2023.

According to Achi, the dashboard is a first-of-its-kind tool in Nigerian public service, providing real-time insights into media sentiment, engagement metrics, and overall communication effectiveness.

 “This dashboard demonstrates that Customs is not just participating in digital transformation but actively shaping it,” he emphasized.



Achi also revealed that the NCS boasts an impressive PR sentiment score of 85%, citing it as a strong indicator of the Service’s positive media reputation and stakeholder engagement.


The visit underscored the growing synergy between public institutions and digital thought leaders, reflecting a mutual commitment to transparency, innovation, and continuous improvement in public communication.

With initiatives like these, the Nigeria Customs Service is reinforcing its role as a digital leader in government communication, setting a benchmark for other agencies to emulate.




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