Nigerian shoppers turn cameras into search tools as AI use surges

Nigerian consumers are increasingly using their smartphone cameras and artificial intelligence tools to discover products and businesses, a shift that is changing how companies market themselves online, according to Olumide Balogun, director at Google West Africa.

In a recent commentary on digital trends, Balogun said the traditional way of typing searches into a browser is gradually giving way to visual search, where people simply snap photos of items they want to buy or learn more about.

He said the change is being driven by Nigeria’s young and highly digital population, which is spending more time on video platforms and experimenting with AI tools for work and business opportunities.

“YouTube watch time in Nigeria has jumped by more than 55 percent year on year,” Balogun said, noting that video is quickly becoming the main way consumers discover brands, products and services online.

Read also: Nigerians lost N12.5bn to telecom scams as AI threat grows

According to him, the surge in video consumption means companies must rethink how they present themselves online. Instead of relying mainly on text-based advertisements or static product listings, businesses now need strong visual content that can attract attention on video platforms and visual search results.

Balogun said the shift is also visible in how people use visual search technology such as Google Lens, which allows users to point their phone cameras at objects to find information or similar products. Globally, the tool is used for billions of searches each month, and a growing share of those searches are linked to shopping.

“One in four visual searches using Google Lens now has commercial intent,” he said, adding that this means users are often looking to buy or compare products immediately after identifying them with their cameras.

The trend is especially strong among younger consumers who prefer discovering products through images and videos rather than written descriptions. Balogun said many shoppers now take pictures of fashion items, gadgets or accessories they see in real life or on social media and instantly search for sellers online.

For retailers, this behavior is turning everyday environments such as malls, events and social media feeds into digital shopping points. Businesses that ensure their products appear in visual search results or video content could gain an advantage in reaching potential buyers, he said.

Artificial intelligence is also playing a major role in shaping how Nigerians explore opportunities and interact with businesses. Balogun said about 80 percent of Nigerians are already using AI tools to explore new business ideas or career paths, a level that is nearly double the global average.

The high adoption rate shows strong local interest in new technology despite concerns about its impact, he said. Surveys indicate that most Nigerians are optimistic about the possibilities AI can bring to commerce and innovation.

Read also: Crypto shakeout deepens as dozens of blockchain projects shut down in 2026

Balogun added that marketing strategies are evolving alongside these changes. Tools powered by AI are now helping advertisers place video and image-based promotions across platforms where consumers spend the most time, including YouTube and other visual discovery channels.

As the digital marketplace becomes more visual, he said businesses that adapt quickly by improving their images, videos and product visibility online are likely to benefit the most.

“The language of commerce is becoming increasingly visual. Companies that understand how people discover products today will be better positioned to grow in the new digital economy,” Balogun said.