AI-DRIVEN NEWS PERSONALIZATION IN NIGERIA: ENHANCING USER ENGAGEMENT AND INFORMATION ACCESSIBILITY

Abstract

This study investigates the adoption and effects of artificial intelligence (AI) technologies in news personalization within Nigeria's media sector. As Africa’s most populous nation, Nigeria's digital news consumption presents unique challenges for media organizations, necessitating the delivery of tailored content to diverse audiences. Through qualitative interviews with 15 journalists from leading news outlets in Abuja and Lagos, this research examines the extent to which AI-based personalization tools are being integrated, their impact on editorial decisions, and their influence on audience engagement and information accessibility. The findings indicate that while Nigerian media organizations have implemented AI-driven recommendation systems, they face three key challenges: limited technological infrastructure, algorithmic bias, and the need to preserve content diversity. Additionally, the study reveals that effective news personalization requires a synergy between robust algorithms and human editorial oversight, ensuring that content aligns with the cultural context of Nigeria. This research contributes to the literature on automated news personalization, offering insights from the perspective of developing economies.