In an age where falsehood often travels faster than fact, the Nigeria Customs Service (NCS) has decided to fight fire with intelligence. At the NECCIPR Roundtable ’26 in Lagos, an event themed “Algorithm Influence & Public Relations,” the Service announced a bold new strategy: deploying artificial intelligence and advanced digital data-tracking tools to combat fake news, online scams, and the flood of misleading information that has increasingly targeted its operations. Speaking on behalf of the Comptroller-General of Customs, Adewale Adeniyi, the National Public Relations Officer, Deputy Comptroller Abdullahi Maiwada, delivered a message that was both a warning and a promise. He made it clear that in a digital world where narratives can be weaponised in seconds, the Customs Service can no longer rely on traditional press releases and official statements alone. It must now also understand the algorithms that shape what Nigerians see, believe, and share. The gathering itself, organised by the Nigerian environment for communication and public relations professionals, was a recognition that the battle for public trust is no longer fought on newsprint but in feeds, group chats, and recommendation engines. Maiwada stressed that strategic communication is now central to ensuring that the public understands the rationale behind Customs operations and enforcement activities. More importantly, he signalled that the NCS is ready to use the very technologies that spread misinformation to protect the institution’s credibility and, ultimately, the interests of ordinary Nigerians who rely on accurate information.
The most intriguing part of the announcement was the depth of artificial intelligence’s integration into Customs work, not merely as a tool for catching smugglers, but as a sophisticated ally in communication and perception management. Maiwada explained that AI is becoming increasingly relevant in customs classification, risk assessment, and the management of information. In simple terms, AI helps the Service sort through the massive volume of imports and exports, identifying which items need closer scrutiny and which can be cleared swiftly. But he went further, describing how AI can be used to analyse public sentiment, scanning social media platforms and online conversations to gauge how Nigerians truly perceive the activities and policies of the Service. This is a significant leap from the old model of public relations, where communication was a one-way street. Now, Customs is listening before it speaks. The technology can detect patterns of public anger, confusion, or distrust, allowing the Service to respond with clarity and empathy before a rumour escalates into a national conversation. The humanising element here is profound: behind the high-tech terminology lies a simple desire to be understood. When Customs officials make a seizure or conduct an enforcement operation, they want citizens to know why it happened and what it means for their safety and the nation’s economy. Algorithms allow them to do that in real time, cutting through the noise and reaching people where they are.
Perhaps the most urgent part of the NCS’s new approach is its determination to actively chase down and dismantle the machinery of misinformation. Maiwada revealed that the Service is leveraging available digital platforms to establish facts, counter misleading narratives, and strengthen collaboration with relevant agencies to identify and apprehend individuals responsible for spreading false information. This is not a passive defence; it is an aggressive, intelligent counteroffensive. For years, the Customs Service has been a target of online scammers who pose as officials, demand payments for clearing goods, and exploit the name of the institution to defraud unsuspecting citizens. Equally damaging are fake news stories alleging corruption, incompetence, or arbitrary seizures, stories designed to erode public confidence. The new strategy treats these threats with the same seriousness as smuggling. By using AI to track the source of malicious content and working with law enforcement partners, the NCS hopes to make it clear that spreading lies about the Service is not a victimless act. At the same time, Maiwada stressed that effective public communication requires proactive engagement, credible information, and the ability to respond promptly to emerging narratives. In other words, the best defence against falsehood is a transparent truth, delivered quickly and consistently. Every clarification posted, every fact-check issued, and every press conference held is an opportunity to remind Nigerians that the institution exists to serve them, not to hide from them.
The roundtable, however, was not just about Customs. It was a broader conversation about the very nature of truth in the age of algorithms. The convener of the NECCIPR Roundtable ’26, Nkechi Ali-Balogun, posed a question that lingered in the air long after she left the podium: “When machines decide what we see, who is really shaping the Nigerian mind? Who now controls the flow of information that shapes what Nigerians believe?” Her words were a powerful reminder that artificial intelligence is not just a tool for institutions like Customs. It is a force that shapes the daily reality of millions, determining which political narratives gain traction, which conspiracy theories go viral, and which stories are buried before they ever see the light of day. For public relations professionals, this represents a fundamental shift. No longer can they be satisfied with crafting clever messages and hoping for good coverage. They must now understand the hidden architecture of digital platforms, the biases of algorithms, and the psychological triggers that make people share content without thinking. Ali-Balogun’s insistence that PR professionals must go beyond managing organisational messages to actively shaping national discourse was a call to arms. It suggests that the profession has a civic duty, not just a commercial one. In a country as diverse and dynamic as Nigeria, where information can unite or divide in equal measure, those who control the algorithms hold immense power. The question is whether that power will be used to enlighten or to manipulate.
The event also featured keynote addresses from prominent figures, including the President and Chairman of the Governing Council of the Nigerian Institute of Public Relations, Ike Neliaku, and former Minister of Education, Obiageli Ezekwesili. Their presence elevated the discussion beyond a technical workshop into a national conversation about ethics, governance, and professional responsibility. The underlying message was clear: adapting to emerging technologies is essential, but it must be done without abandoning the core values that make communication trustworthy. Information integrity, a term that was once taken for granted, must now be actively defended. In an era where deep fakes can make anyone say anything, and where bots can simulate grassroots support or opposition, the role of the public relations practitioner has never been more complex. Neliaku and Ezekwesili challenged the assembled professionals to hold themselves to the highest standards, even as the tools they use become more advanced. They warned that convenience must not be mistaken for truth, and that engagement must not be confused with manipulation. The emphasis on professionalism was particularly significant, because it recognises that technology is only as ethical as the people who deploy it. A Nigerian public that is already beset by real-world challenges does not need the added burden of digital deception. It needs communicators who can navigate the algorithmic landscape with honesty, courage, and a deep commitment to the public good.
In the end, the Nigeria Customs Service’s embrace of AI-powered intelligence is more than an institutional upgrade. It is a reflection of a broader truth: in the modern world, maintaining trust requires more than good intentions. It requires the ability to understand and influence the digital currents that shape public perception. By announcing this initiative at the NECCIPR Roundtable, the NCS has positioned itself as a forward-thinking institution, one that is willing to learn, adapt, and engage. But the responsibility does not rest solely on Customs. As the discussions in Lagos made clear, journalists, communication professionals, tech companies, and ordinary citizens all have a part to play in safeguarding the information ecosystem. The fight against fake news and online scams cannot be won by any single agency. It requires a coalition of the willing, powered by both human judgment and artificial intelligence, committed to the simple but profound idea that the truth matters. For the Nigeria Customs Service, the journey is just beginning. The tools are being deployed, the strategies are being refined, and the partnerships are being forged. And while the road ahead will surely have its challenges, the message from that Lagos roundtable is one of cautious hope. With intelligence, integrity, and a genuine desire to serve, it is possible to turn the tide against misinformation and build a more honest, transparent, and informed public square.