Celestine Achi has introduced two AI-focused tools to support professionals in public relations, media, and communications across Africa. The initiative aims to provide African organisations with the resources needed to evaluate and develop their AI capabilities.
The tools are developed with local context in mind, considering challenges such as connectivity and skill shortages. According to Achi, “PR and media professionals are the architects of trust. They deserve the right tools to thrive in this intelligent era. With this framework, they can now measure, learn, and lead AI transformation — regardless of their current digital maturity.”
Achi, an AI educator and author of AI-Powered PR: The Essential Guide for Communications Leaders to Master Artificial Intelligence, unveiled the AI Maturity Assessment Framework and AI Readiness Assessment Tool. Both tools are designed to offer strategic AI insights without requiring a technical background.
Available for free, the AI Readiness Assessment Tool helps users assess their AI status in areas such as strategy, skills, systems, and culture. On completion, individuals and teams receive a report outlining steps for development.
The AI Maturity Assessment Framework complements the tool. It supports organisations as they move from early AI experimentation to full-scale integration. The framework defines five stages of maturity: Nascent, Aware, Engaged, Strategic, and Transformational. It has been tested across PR firms, newsrooms, and government agencies.
“AI shouldn’t be a privilege for the West. It must be a catalyst for transformation in Africa — starting with those who shape public narratives,” Achi said.
This launch is part of a broader platform, the AI-Powered PR Ecosystem. It includes a playbook, a simulation game based on the TABS-D framework, and certification programmes. The ecosystem has already been adopted by professional bodies and industry leaders.
By creating access to these tools, Achi hopes to support a future-ready workforce across Africa’s communications landscape.
