Impact of Artificial Intelligence on marketing in Nigeria

Abstract

This analysis investigates the role of artificial intelligence (AI) in reshaping marketing and its effects on the current business environment.  An in-depth analysis of current research was conducted to provide a comprehensive understanding of AI and its applications in marketing. AI plays a significant role in marketing, streamlining processes, and improving outcomes. The researcher utilized an approach that consisted of relaxed discussions with marketing experts belonging to several firms in Nigeria. The researcher selected a group of fifteen marketing professionals for interviews. The study looks at what helps and hinders the use of AI in marketing. It also talks about the good and bad sides of using AI, how companies changed their marketing strategies before and after using AI, important ethical issues, and how AI is used in the marketing field. The study recommends using AI in marketing to boost company performance, which can lead to making more money and standing out from competitors. By identifying gaps in existing research and clearly relating the practical applications of AI in marketing, this study offers valuable insights for marketing research.