As artificial intelligence continues to reshape the global advertising landscape, Dochase ADx has unveiled Retain AI, an AI-powered advertising platform designed to help businesses identify high-value customers, optimise advertising expenditure and improve campaign performance through data-driven insights.

The platform, officially launched at the 2026 Brandcom Awards held at the Landmark Event Centre, Victoria Island, Lagos, represents a significant step towards making intelligent advertising solutions more accessible to businesses, particularly small and medium-sized enterprises (SMEs) seeking to maximise their marketing investments.

Speaking with journalists on the sidelines of the launch, Chibike Goodnews, Founder and Chief Executive Officer of Dochase and Retain AI, emphasised the growing importance of artificial intelligence in modern marketing, noting that businesses and marketing communications professionals must embrace emerging technologies to remain competitive in an increasingly digital marketplace.

According to him, Retain AI was developed to address one of the most persistent challenges confronting businesses: understanding their customers, identifying the right target audiences and ensuring that advertising investments translate into measurable business outcomes.

Goodnews explained that the platform leverages artificial intelligence to analyse businesses, their products and potential customer segments, generating actionable insights that enable brands to make more informed advertising decisions.

He disclosed that businesses can simply provide their website addresses and social media handles, allowing the platform to analyse their offerings, identify four ideal customer profiles and recommend effective strategies for reaching prospective buyers.

Beyond identifying potential customers, the platform also provides insights into why specific audience segments may be interested in a company’s products or services, helping businesses develop more relevant and personalised advertising messages.

Highlighting the distinction between conventional marketing analytics and AI-powered intelligence, Goodnews stressed that the true value of artificial intelligence lies not merely in generating data or dashboards but in transforming information into practical insights that drive continuous improvement.

“Anybody can spin up dashboards, anybody can spin off things, but can you spin up the learnings? Can you spin up the fast improvement? Can you spin up the intelligence and all that?” he asked.

He maintained that the increasing sophistication of consumer behaviour and the growing competition for attention across digital platforms demand a more strategic approach to advertising, particularly as businesses seek to minimise wasted expenditure and improve returns on their marketing investments.

According to him, traditional approaches that rely heavily on broad audience targeting can expose businesses to inefficient advertising spending, making intelligent customer profiling and precision targeting increasingly important.

Goodnews noted that these challenges are particularly pronounced among SMEs, which often operate with limited marketing budgets and lack the resources required to conduct extensive consumer research or engage large marketing teams.

He explained that Retain AI seeks to bridge this gap by democratising access to customer intelligence and simplifying the process of developing targeted advertising campaigns.

As part of efforts to make the platform accessible to businesses of different sizes, Goodnews disclosed that users can launch advertising campaigns with budgets ranging from ₦30,000 to ₦50,000, while new users can take advantage of a seven-day trial to explore its capabilities.

He explained that the objective is to enable businesses to direct their advertising investments towards audiences with a stronger likelihood of purchasing their products or services, rather than deploying limited resources across poorly defined customer segments.

Addressing the implications of artificial intelligence for the marketing communications industry, Goodnews urged advertising practitioners, brand managers and other professionals to develop relevant AI competencies and integrate emerging technologies into their operations.

He argued that artificial intelligence should be viewed as an enabler of professional efficiency and innovation rather than solely as a threat to existing jobs.

According to him, AI-powered tools can significantly reduce the time spent on repetitive tasks, consumer research and data analysis, allowing professionals to devote greater attention to strategic thinking, creativity, innovation and value creation.

He stressed that professionals who understand how to deploy AI effectively would be better positioned to respond to changing market demands and deliver improved outcomes for their clients and organisations.

The Dochase CEO further disclosed that the company is exploring additional technological innovations, including opportunities in gaming and user-generated content, as part of its broader strategy to expand the application of digital technology in marketing and consumer engagement.

He also revealed that the company is examining solutions that would enable businesses and advertising agencies to better assess the relationship between advertising expenditure and actual campaign performance.

According to him, strengthening measurement and accountability remains essential to building confidence in advertising investments, particularly as brands increasingly demand evidence of the value generated by their marketing activities.

He explained that such innovations could provide businesses with greater visibility into campaign outcomes while helping advertising agencies demonstrate the effectiveness of their strategies and justify marketing expenditure.

Industry observers have increasingly highlighted the potential of artificial intelligence to transform marketing communications through improved audience segmentation, personalised messaging, predictive insights and more efficient campaign optimisation.

Against this backdrop, the introduction of Retain AI reflects the growing relevance of locally developed technology solutions in addressing the evolving needs of businesses operating within Nigeria’s competitive digital economy.

By combining AI-powered customer profiling with targeted advertising recommendations, the platform seeks to simplify the process of identifying prospective customers and developing campaigns that align more closely with consumer interests and purchasing intentions.

Goodnews reiterated that Dochase’s overarching ambition is to empower businesses with the intelligence required to understand their offerings, identify the consumers most likely to purchase them and determine the most effective channels and strategies for reaching those audiences.

He maintained that the future of advertising would increasingly depend on the ability of businesses and marketing professionals to combine creativity, technology and consumer intelligence to deliver more relevant communication and measurable commercial value.

The launch of Retain AI therefore reinforces the growing imperative for Nigerian businesses and marketing communications professionals to embrace artificial intelligence, strengthen their digital capabilities and adopt more accountable, insight-driven approaches to advertising in an increasingly competitive marketplace.