IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF SOCIAL SCIENCES AND MANAGEMENT RESEARCH (IJSSMR )

E-ISSN 2545-5303
P-ISSN 2695-2203
VOL. 9 NO. 10 2023
DOI: https://doi.org/10.56201/ijssmr.v9.no10.2023.pg30.42

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Artificial Intelligence in Marketing: Whither Nigeria!

Donald Ozemenbhoya. Ewanlen & Olalekan Adebowale. Asaolu

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Abstract

Marketing literature classify artificial intelligence and Internet of Things as disruptive technologies. These technologies considered as providers of digital solutions facilitate the attraction and maintenance of customers. Present day realities indicate that artificial intelligence enabled devises are prevalent in corporations. This paper sought to examine the influence of artificial intelligence on marketing practice in Nigeria. Specifically, objectives of this study is to examine the roles of artificial intelligence in marketing and to ascertain the level of Nigeria’s preparedness for artificial intelligence intervention in marketing practice. The study adopted the desk research method that entail a review of extant literature. The study review extant literature on

keywords:

Artificial Intelligence, Marketing Practices, Nigeria firms

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References:

Alkhayyat, A.M. & Ahmed, A.M. (2022). The impact of artificial intelligence in digital
marketing. Being a Master degree thesis in Business Administration submitted to the
School of Business, Society and Engineering, Mälardalen University, Spain.


Anshari,M., Almunawar,M.N., Lim,S.A. & Al-Mudimigh, A. (2018).Customers relationship
management and big data-enabled: Personalization & customization of services.
Applied Computing and Informatics. 15(2)94-101.

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