Nigerian Newsrooms Must Adapt To Changing Digital Landscape—Google

Google has urged Nigerian news organisations to adopt artificial intelligence (AI), audience analytics and new revenue models to remain sustainable amid changing audience behaviour and declining traditional advertising revenue.

The call was made during the fifth edition of the MTN Media Innovation Programme (MIP), where Google trained journalists on digital tools, audience insights, newsroom productivity and monetisation strategies.

Strategic partner manager at Google, Onyinyechi “Nini” Eze, said sustainable journalism would require news organisations to adapt to technological changes.

“Quality journalism is essential to informed societies, and supporting the long-term sustainability of news organisations remains an important part of Google’s mission,” she said.

Eze said the programme also examined how AI could improve newsroom workflows and help media organisations better understand their audiences.

“This is my third year meeting the fellows. We talked about revenue models and how we are using Google AI solutions to support productivity, help news organisations improve workflows, create more relevant content and better understand their audiences,” she said.

Google said it had trained more than 1,500 Nigerian journalists and editors since 2024 in areas including online verification, digital safety, advanced Search and audience engagement.

The training also focused on tools such as News Consumer Insights and Gemini, highlighting how data can help newsrooms determine what audiences want, improve distribution and make better-informed editorial and business decisions.

With Nigerian media organisations already struggling with rising operating costs and pressure on advertising income, the shift towards digital revenue and technology is becoming increasingly important. The challenge, however, remains ensuring that the adoption of AI strengthens, rather than weakens, accuracy, editorial independence and public trust.

A participant, Chiamaka Dike, said the training demonstrated practical ways AI could support journalism.

“We are living in the world of AI, and if there’s a way to make your work faster and more seamless, then we should embrace it,” she said.

The engagement comes as newsrooms face growing pressure from changing media consumption patterns, reduced advertising revenues and the increasing use of AI in content production and distribution.