Public relations practitioners, government representatives and communication experts have called for greater transparency, accountability and human oversight in artificial intelligence (AI) adoption, warning that the growing use of manipulated content, deepfakes and algorithm-driven misinformation could undermine public trust and democratic discourse in Nigeria.
The call was made on Friday, October 30, 2026, at the 26th NECCI PR Roundtable held at Eko Hotel and Suites, Victoria Island, Lagos. The event brought together stakeholders from government, business, technology, academia, media and the public relations industry to examine the influence of artificial intelligence and algorithms on public communication.
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Organised under the theme, “Algorithmic Influence and Public Relations: AI, Information Integrity and the Ethics of Democratic Discourse in Nigeria,” the roundtable explored how organisations could harness emerging technologies to improve communication without compromising professional ethics, credibility and the public interest.
Former Minister of Education, Dr Oby Ezekwesili, who delivered the keynote address, challenged public relations professionals to consider the ethical consequences of deploying AI in reputation management and strategic communication.
She warned that the technology had made deception, political manipulation and the artificial manufacture of public opinion considerably easier, placing greater responsibility on communication professionals to protect the integrity of information.
“There is a thin line between persuasion and deception, between managing a reputation and manipulating reality, between strategic communication and manufactured consent,” Ezekwesili said.
She expressed concern over the increasing sophistication of AI-generated content, including cloned voices, fabricated videos and artificially generated online supporters designed to create a misleading impression of widespread public agreement.
According to her, the reduced cost and increased speed of producing misleading information have made it more difficult for audiences to distinguish authentic accounts from fabricated narratives.
Ezekwesili also highlighted the influence of social media algorithms in shaping individual information environments, noting that Nigerians could encounter different interpretations of the same event depending on their interests and online behaviour.
Her observations reinforced the importance of information integrity as a fundamental requirement for democratic participation, particularly as Nigeria approaches another general election cycle.
The concerns were echoed by Abdullahi Aliyu Maiwada, Deputy Comptroller and National Public Relations Officer of the Nigeria Customs Service, who highlighted the growing role of technology, data analytics and social listening in institutional communication.
Maiwada explained that his communications team included information technology professionals and data scientists responsible for monitoring online conversations, assessing public sentiment and evaluating the effectiveness of the agency’s digital engagement.
He cited an incident involving an allegedly fabricated statement issued in his name using AI, illustrating how easily emerging technologies could be exploited to impersonate public officials and mislead audiences.
He maintained that monitoring digital conversations enabled the Customs Service to identify emerging narratives, detect misinformation and respond appropriately to issues affecting its reputation and relationship with stakeholders.
Maiwada also emphasised the importance of acknowledging institutional mistakes and providing evidence-based explanations when responding to public concerns, noting that transparency remained essential to maintaining credibility.
Similarly, Hassan Abdul, Lead Consultant and Chief Executive Officer of Drawbridge, observed that AI had transformed content development by enabling communicators to generate messages quickly and tailor them to different audience groups.
He explained that the technology could help organisations understand audience interests, preferences and information needs, allowing them to develop more relevant communication strategies.
However, Abdul cautioned that the increased capacity to produce content at scale had created a corresponding challenge for the industry: establishing trust in the information being shared.
He noted that audiences were becoming more discerning and increasingly questioned content that appeared fabricated or lacked authenticity.
He stressed that although AI could improve communication efficiency, practitioners must ensure that speed and convenience did not come at the expense of accuracy and credibility.
The panel discussion also examined the quality of human oversight required in AI deployment. Participants argued that assigning a human operator to an AI system was not sufficient without the technical knowledge and professional competence to assess its output.
They maintained that professionals overseeing AI-generated communication must understand the subject matter, verify information and accept responsibility for decisions made with the assistance of such technologies.
Otunba Bimbo Ashiru, Group Chairman of Odua Investment Company Limited, further emphasised that trust between citizens, government and institutions must be built on integrity, consistency and transparency.
Ashiru argued that public confidence could not be sustained where official statements contradicted institutional conduct or where public officials failed to demonstrate openness in their dealings with citizens.
His contribution highlighted a broader concern emerging from the discussions: technological advancement alone cannot resolve the credibility challenges confronting public communication.
Institutions must also demonstrate responsible conduct and remain accountable to the people they serve.
The panel session was moderated by Chizor Malize, Managing Director of the Financial Institutions Training Centre (FITC), who guided discussions on the implications of algorithmic influence for organisations and communication professionals.
The roundtable also reflected on the wider responsibilities of governments, technology companies, media organisations, businesses and citizens in safeguarding Nigeria’s information environment.
In her welcome remarks, NECCI PR Roundtable founder and convener, Dr Nkechi Ali-Balogun, had similarly warned that artificial intelligence was already reshaping public conversations, political narratives and communication campaigns.
She noted that algorithms could influence what millions of people read, believe and share, while deepfakes, synthetic media and misinformation were creating increasingly complex challenges for public relations professionals.
The 26th edition continued a platform established in 2009 to bring public relations executives and other stakeholders together to examine emerging developments, national issues and changing trends in the communications profession.
Over the years, the roundtable has provided opportunities for professional engagement, knowledge sharing and discussions on the role of strategic communication in addressing societal and institutional challenges.
This year’s edition placed particular emphasis on the relationship between technology, public accountability and democratic values, highlighting the need for communication professionals to adapt to an evolving digital landscape without abandoning the ethical principles that underpin their profession.
The discussions ultimately pointed to a shared responsibility: AI can strengthen communication, improve audience engagement and support institutional decision-making, but its value will depend on how responsibly people and organisations use it.
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As manipulated information becomes increasingly sophisticated, transparency, professional integrity and informed human judgement remain essential to preserving public confidence.
