AKSU Journal of Communication Research (AJCR)

ROLE OF ARTIFICIAL INTELLIGENCE IN ENHANCING DIGITAL MARKETING IN NIGERIA

Author:  TRIUMPH-ARUCHI ETEYEN NYONG, ANIEBO C. SAMSON, PhD & DANIEL C. AKARIKA, PhD

Abstract
This study examined the role of Artificial Intelligence (AI) in enhancing digital marketing in Nigeria. The objectives of the study were: to identify the prominent tools of Artificial Intelligence in digital marketing, examine the level of exposure of Artificial Intelligence tools among digital marketers, to determine the role of Artificial Intelligence on consumer buying behaviour, and to find out how Artificial Intelligence can be used in enhancing the face of digital marketing and how companies utilise it to improve their performance and customers‟ experience. This study employed the qualitative research method. Marketing Automation Theory and Technological Determinism Theory were adopted to back the study. Findings from the study show that AI plays a prominent role in digital marketing. The study discovered that majority of the marketers are exposed and conversant with the prominent tools of AI. It was also revealed that AI has influence in digital marketing. Further findings show that majority of the marketers and companies are using AI to improve their business and customer experience. In conclusion, the study indicates that digital marketing does not only helps marketers to reach consumers across the globe but also to measure their performance metrics. Based on the findings, it is recommended that marketers and companies who are yet to incorporate AI into their marketing strategies should do so in order to improve their businesses and customers‟ experiences.