The Nigeria Customs Service (NCS) is reinforcing its commitment to innovation and digital leadership with a growing focus on artificial intelligence (AI) in public sector communication. This was highlighted during the visit of AI strategist and digital consultant, Celestine Achi, to the NCS headquarters in Abuja on Monday, June 23, 2025.
Achi, the author of AI-Powered PR: The Essential Guide for Communications Leaders to Master Artificial Intelligence, was received by the National Public Relations Officer of the Service, Assistant Comptroller of Customs Abdullahi Maiwada, and other officers from the Public Relations Unit.
While presenting his book, Achi commended the Nigeria Customs Service for its professional and forward-thinking approach to public relations. He described the communication infrastructure within the Service as exemplary. “I was deeply impressed by the intentionality, professionalism, and forward-thinking excellence that you and your team bring to public relations within government administration,” Achi said. “The converged media facility and PR sentiments I experienced are exceptional, and this is not common in this digital age.”
He also revealed that sentiment analysis showed that the Service’s PR activation scores stand at an impressive 85%.
Responding, Assistant Comptroller Maiwada described the publication as a timely resource, aligning with the Service’s commitment to innovation and strategic communication. “The Nigeria Customs Service believes that storytelling backed by data and powered by modern technology is a strategic tool for deepening public trust,” he noted. “We are committed to adopting innovations that enhance the effectiveness and integrity of our communication systems.”
One of the highlights of the visit was the unveiling of the NCS Live PR Attribution Dashboard, a custom-built analytics platform developed by Achi. The dashboard offers real-time insights into the media performance of the Service’s communication activities since Comptroller General of Customs Adewale Adeniyi assumed office in 2023.
“This dashboard is a first-of-its-kind innovation in public communication strategy. It shows how Customs is not just participating in digital transformation but actively shaping it,” Achi added.
The engagement fostered discussions on the evolving role of AI in modern public communication and reinforced the Customs Service’s dedication to strategic innovation, data-driven engagement, and institutional transparency.