Artificial Intelligence (AI) Algorithms in Nigeria's Integrated Marketing Communications

Abstract

This chapter looks at using artificial intelligence (AI) algorithms in Nigeria's integrated marketing communications (IMC) landscape. Despite its early stages, AI technology is steadily making inroads into the country's marketing sector, providing prospects for increased customer involvement, data-driven decision-making, and individualized marketing methods. The chapter investigates the use of AI algorithms in IMC techniques, such as data analytics, personalized marketing campaigns, content optimization, predictive analytics, chatbots, ad targeting, customer relationship management (CRM), and market automation. It also analyzes the problems and opportunities connected with AI adoption in Nigeria's IMC industry, including infrastructural constraints, data privacy concerns, a skills vacuum, and the possibility for innovation and competitive advantage. Understanding the current state and prospects of AI algorithm usage in Nigeria's IMC business allows stakeholders to navigate the changing landscape better and capitalize on the transformation potential of AI technology for marketing success. The study seeks to provide significant insights on the prevalence, causes, and challenges to AI adoption, as well as the implications for marketing effectiveness and competitiveness in Nigeria. By shedding light on the dynamics of AI algorithm adoption in Nigeria's IMC sector, this study contributes to scholarly understanding, practical applications, and informed decision-making in leveraging AI technologies for marketing success in Nigeria's dynamic and increasingly digitalized marketplace.