Customs Service Praised for Visionary Approach to Public Relations with AI

Customs Service Praised for Visionary Approach to Public Relations with AI

By prince Benson Davies

The Nigeria Customs Service (NCS) continues attracting recognition for its forward-thinking approach to public communication. On Monday, June 23rd, 2025, the service headquarters in Abuja hosted renowned artificial intelligence strategist and digital consultant Celestine Achi.

Achi, 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, alongside officers from the Public Relations Unit.

Speaking on behalf of the Service, Assistant Comptroller Maiwada expressed gratitude for the visit and the book’s presentation, describing it as a welcome addition to the Service’s knowledge resources.

“The Nigeria Customs Service believes that storytelling backed by data and powered by modern technology is a strategic tool for deepening public trust,” he stated. “We are committed to adopting innovations that enhance the effectiveness and integrity of our communication systems.”

Earlier, Achi commended the Service’s communication infrastructure and applauded the NCS for setting a pace worthy of emulation in the public sector. “I was deeply impressed by the intentionality, professionalism, and forward-thinking excellence that you and your team bring to public relations within government administration,” he noted. “The converged media facility and PR sentiments I experienced are exceptional, and this is not common in this digital age,” he further asserted that in terms of PR activation, the Service sentiment Scores are 85%.

As part of the engagement, Dr. Achi also unveiled the NCS Live PR Attribution Dashboard. This custom-built analytics tool tracks and visualises the media performance of the Service’s communications 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,” he remarked.

The visit provided a platform for high-level engagement on the role of artificial intelligence in modern public relations, with a shared commitment to innovation, data-driven communication, and institutional transparency. It further reinforces the Service’s commitment to collaborative learning, strategic innovation, and digital leadership in government communication.