Artificial Intelligence transforms business discovery in Nigeria

The way Nigerians search for and discover businesses is undergoing a major transformation, driven by advances in artificial intelligence (AI) and shifting consumer behavior.

Olumide Balogun, director at Google West Africa, has outlined key shifts in search behaviour and what Nigerian business owners can do to stay discoverable.

From taking photos of products in traffic to asking highly specific questions via voice or text, consumers are moving beyond traditional keyword searches. For business owners, this evolution presents both a challenge and a significant opportunity to connect with customers in more intuitive ways.

Rise of visual search

One of the most notable shifts is the growing popularity of visual discovery. Consumers are increasingly using tools such as Google Lens to identify and locate products simply by taking a picture.

With billions of visual searches conducted monthly, many tied to purchase intent, businesses are being urged to prioritise high-quality product imagery across digital platforms.

Clear and detailed photos can improve visibility in search results when users look for similar items.

Conversational queries

AI-powered search is also enabling more natural, conversational interactions rather than short keywords, users now ask detailed questions such as where to find specific products in particular locations with added conditions like delivery or opening hours.

Features such as AI-generated search summaries often referred to as AI Overviews aggregate and present relevant information quickly.

This shift places importance on businesses maintaining accurate and comprehensive online profiles, including updated hours, services, and delivery options.

Focus on user intent

Modern AI systems are increasingly designed to understand the intent behind a search rather than relying solely on exact wording.

This allows search engines to connect users with relevant products or services even when queries are loosely phrased.

For Nigerian entrepreneurs, this reduces the pressure of predicting exact search terms. Instead, the focus is shifting toward clearly communicating product offerings and value propositions, allowing AI systems to match businesses with customer needs more effectively.

Automation in digital marketing

AI is also reshaping how businesses manage their online marketing efforts. Advanced tools such as Performance Max are enabling automated campaign management, helping businesses reach potential customers across multiple platforms with minimal manual input.

These systems use machine learning to optimize ads in real time, identifying high-value audiences and adjusting content to improve performance.

As AI continues to evolve, the methods Nigerians use to explore products and services are becoming more dynamic such as spanning images, voice, and detailed queries.

For businesses, adapting to these changes by embracing digital tools and maintaining a strong online presence could be key to staying competitive in an increasingly AI-driven marketplace.