AI Becomes The New Hustle Tool: How Nigerian Artisans Are Reinventing Survival

Three years after graduating from the University of Ibadan with a degree in Psychology, Olamilekan Oke chose a path different from many of his peers. Instead of pursuing corporate employment in Lagos, he turned to shoemaking, a skill he had picked up during his undergraduate days. From his modest workshop in Ojo, Oke runs his brand, Feeted, where his online presence outshines his physical showroom. He attributes this to the use of artificial intelligence tools like ChatGPT and Canva, which he leverages to create polished digital content, model-like images, witty captions, and attractive designs for his social media pages.

According to Ireporter Online, Oke explained that the cost of hiring models, photographers, and graphic designers was beyond his reach, making AI indispensable to his business. For him and many other small-scale artisans across Nigeria, AI has become a lifeline in an economy where formal jobs are scarce and survival often depends on the informal sector. Data from the National Bureau of Statistics (NBS) reveals that about 92% of Nigeria’s workforce operates in informal employment, highlighting the growing reliance on cost-saving digital tools for marketing, customer engagement, and branding.

In a similar fashion, Alawiye Habeeb, a Lagos-based fashion designer and founder of Kingshee Clothing, depends heavily on AI tools for customer relations and branding. Using Meta AI, he sends personalized messages to clients and employs ChatGPT to generate design samples before tailoring. These digital interventions allow him to compete with larger fashion houses that can afford PR staff and content creators.

Experts note that for artisans in Nigeria’s sprawling informal economy, hustling now extends beyond manual labour to include mastering the art of prompting AI systems. By doing so, they cut marketing expenses, reduce turnaround times, and present professional brand images.

However, concerns remain over the growing flood of AI-generated content. Marketing consultant Theophilus Alawonde has cautioned that many artisans risk losing their brand identity by relying heavily on AI without strong digital skills. He pointed out that most outputs from these tools are generic, often leading to indistinguishable brand identities. Alawonde emphasized that prompt engineering, branding knowledge, and user patience are key factors in ensuring AI’s effectiveness for business growth.

He further warned that established brands may find it easier to integrate AI into their operations, while emerging artisans risk diluting their uniqueness. The lack of digital skills and limited internet penetration in Nigeria—recorded at 48.81% as of May 2025—remain barriers to widespread adoption of these tools. According to the World Bank, nearly half of Nigeria’s population lacks basic digital literacy, a gap that continues to slow AI integration among small businesses.

Despite these challenges, artisans like Oke and Habeeb remain optimistic, believing AI is an indispensable addition to their hustle. For them, survival in Nigeria’s competitive informal economy now requires not just skill with leather or fabric, but also skill with prompts.