Magalie Meuris, Senior Channel Leader, South-West EMEA at Adobe, says the company is ramping up its Africa expansion, positioning Nigeria at the centre of a fast-growing global creative and Artificial Intelligence (AI)-driven economy.
Meuris said this during a media parley organised to announce Adobe’s partnership with Redington on Thursday night in Lagos.
“We are especially excited because this is not just another event, it reflects a clear ambition from Adobe to invest and grow in Africa,” Meuris said.
She highlighted that Africa’s creator economy, valued at over three billion dollars in 2023, was projected to grow to nearly 18 billion dollars by 2030, driven by rising digital adoption and mobile-first content creation.
She noted that Nigeria was a key part of this growth, with its creator ecosystem expanding rapidly as design, video and social content become essential tools for businesses and individuals.
“The creative economy is real, it is growing, and Nigeria is very much part of that,” she said.
Speaking on technology trends, she noted that Nigeria was emerging as one of the fastest adopters of AI globally, with strong usage across education, work and entrepreneurship.
She highlighted that about 88 per cent of Nigerian adults had used AI chatbots, placing the country about 26 per cent above the global average of 62 per cent.
Meuris said that the trend underscored Nigeria’s growing influence in the global digital economy and the increasing importance of local partners in shaping AI adoption strategies.
Speaking on Adobe’s strategy, she noted that the company was focused on strengthening its existing customer base, expanding into new markets and accelerating growth through AI-powered solutions.
She added that the partnership model remained critical to delivering innovation, enabling market access and ensuring long-term value for customers.
Also speaking, Ifeoma Anie, Head of Sales, Nigeria at Redington, said the partnership was aimed at unlocking access to world-class creative tools and bridging gaps in the local ecosystem.
“We are in a digital acceleration moment, where businesses are evolving, consumers are more connected and creativity is now at the centre of how brands communicate and compete,” Anie said.
Anie, who was represented by Olarotimi Faniyi, Systems Engineer at Redington, noted that although many Nigerian businesses and creators were ready to scale, they often lacked the right tools, support systems and platforms.
She said that the collaboration would combine Adobe’s global leadership in creativity and digital experience with Redington’s strong distribution network and market expertise.
Speaking on the impact, she noted that the partnership would enable partners to expand offerings, enter new markets and build recurring revenue streams, while empowering SMEs and creators to operate at global standards.
In his remarks, Mark Humphrey, Inside Channel Account Manager at Adobe, introduced new AI-powered solutions designed to improve productivity and content creation.
“We are really passionate about bringing new products to the Nigerian market and empowering everyone to create,” Humphrey said.
He highlighted that one of the flagship products, Acrobat Studio, was built as an all-in-one platform to help users comprehend, collaborate and create within a single application.
He noted that modern workplaces were facing increasing pressure from fragmented tools and information overload, leading to significant productivity losses.
Speaking on the solution, he noted that Acrobat Studio integrated AI capabilities to streamline document workflows, enhance collaboration and enable faster content creation.
He added that the platform would help businesses reduce the time spent on creating presentations and analysing documents, while improving efficiency and output quality.
The News Agency of Nigeria (NAN) reports that the partnership is expected to deepen Adobe’s footprint in Nigeria while strengthening the country’s position in the global digital and creative
