ADOPTION AND UTILIZATION OF ARTIFICIAL INTELLIGENCE TOOLS IN MARKETING CONSUMER GOODS IN NIGERIA

Rev. Sr. Dr. Patricia Olom, Dr. Veronica Akandu Kulo, Dr. Cletus Akpo Atah

Abstract


The study examined the adoption and utilization of artificial intelligence tools in marketing consumer goods in Nigeria. The study adopted a descriptive survey design. The population comprised 516 registered enterprises in Cross River State. The instrument for data collection was a researcher’s self-designed questionnaire titled Adoption and Utilization of Artificial Intelligence Tools in Marketing Consumer Goods Rating Scale (AUAIMCGRS). The instrument was validated by two experts in the Department of Business Education at the University of Calabar and tested for reliability using the Cronbach alpha coefficient, which yielded a coefficient of 0.87. Data were analyzed using mean and standard deviation to answer the research questions, and an independent t-test was used to test the research hypotheses. The findings of the study indicate that the adoption of utilization of content creation and curation tools and automated email marketing tools enhances the marketing of consumer goods in Nigeria. It was recommended, among other things, that the brands should continue to adopt AI-driven content creation and automated email marketing tools to streamline and enhance their marketing efforts.

Keywords: Artificial intelligence, tools, marketing, consumer and goods

Full Text:

PDF

References


Agor, R. A., Uju, N. O., Atah, C. A., &Idike, I. M. (2024). Digital-based learning and the sustainability of business education programmes among College of Education lecturers in Cross River State. Journal of International Cooperation and Development, 7(20), 67–78. https://doi.org/10.36941/jicd-2024-0008

Agrawal, A., Gans, J. S., & Goldfarb, A. (2018). Prediction machines: The simple economics of artificial intelligence. Harvard Business Review Press.

Akeke, M. N. G., Atah, C. A., Ushie, P. U., & Ingwe, M. O. (2024). Utilization of online tools and business education lecturers’ job productivity in Cross River State. Association of Business Educators of Nigeria Journal, 11(2), 398–408.

Akeke, M. N. G., Atah, C. A., Undie, S. P., Ajuluchukwu, N. E., Ikpi, I. O., Kolo, I., Eleng, E., & Ben,

A. O. (2023). Electronic infrastructure and the sustainable development of business education programmes in the 21st century. Academic Journal of Interdisciplinary Studies, 12(5), 321. https://doi.org/10.36941/ajis-2023-0147

Alabi, E. B., & Atah, C. A. (2024). The role of artificial intelligence in enhancing content delivery in business education: A 21st-century approach. Journal of Association of Vocational and Technical Educators of Nigeria, 29(3), 267–277.

Atah, C. A., & Alabi, E. B. (2024). Digital-based learning and the sustainability of office technology and management education (OTM) among tertiary institutions lecturers in Bayelsa State. Journal of Business and African Economy, 10(1), 73–83. https://doi.org/10.56201/jbae.v10.no1.Jan.2024.pg73.83

Atah, C. A., & Alabi, E. B. (2025a). Assessing the preparedness of business education graduates for success in a digitally driven economy in the 21st century. International Journal of Economics and Business Management, 11(3), 267–277. https://doi.org/10.56201/ijebm.vol.11.no3.2025.pg267.277

Atah, C. A., & Alabi, E. B. (2025b). Virtual reality (VR) in office technology and management training for business education students in Nigeria. International Journal of Education and Development. University of Uyo.

Atah, C. A., Akeke, N. G. M., Ushie, G. B., Nwannunu, B. I., Anthony, G., Olabisi, B. C., Nnaji, E.

S., Udayi, E. A. A. O., Wonah, F. A., Aderibigbe, S. A., Anthony, O. B., &Ajuluchukwu, E. N. (2023). Analysis of e-learning platform utilization and business education curriculum content delivery in Rivers State Universities (RSU), Nigeria. Journal of Innovation, 74(5), 1476–1491. https://journal-innovations.com/

Atah, C. A., Idike, I. M., Godwin, R. Y., Isaac, K., Ititim, D. U., Okpe, O. M., &Ochui, M. O. (2023). Modern e-technologies and academic staff job productivity in Nigerian Colleges of Education. Mediterranean Journal of Social Sciences, 14(4), 51–60. https://doi.org/10.36941/mjss-2023- 0024

Atah, C. A., Akeke, M. N. G., Ajuluchukwu, E. N., Aderibigbe, S. A., Wonah, F. A., Udayi, E. A. O.,

Nwannunu, B., Olabisi, B. C., Anthony, G. B., Ititim, D. U., Godwin, B. U., Nnaji, E. S., Ben, A. O., &Ogbeche, M. M. (2023). Digitalization of business education curriculum for the 21st century for global relevance in Nigeria. Journal of Innovation, 74(5), 1457–1466. https://journal- innovations.com/

Bessong, E. B., Atah, C. A., &Ititim, D. U. (2022). Extent of ICT and office management among bursary staff in universities in Cross River State. Developing Economy Journal, 1(8), 1–6. https://cirdjournal.com/index.php/dej/issue/view/230

Brynjolfsson, E., & McElheran, K. (2016). The digitization of business and its implications for productivity growth. National Bureau of Economic Research Working Paper Series.

Chaffey, D. (2020). Email marketing trends 2020. Smart Insights.

Chui, M., Manyika, J., &Miremadi, M. (2018). What AI can and can’t do (yet) for your business.

McKinsey Quarterly.

Chukwurah, M. U., Ben, A. O., Atah, C. A., Wonah, F. A., Idike, I. M., & Ingwe, M. O. (2023). Digital skills required for the sustainability of small-scale businesses in Nigeria. Mediterranean Journal of Social Sciences, 14(6), 67–77. https://doi.org/10.36941/mjss-2023-0037

Davenport, T. H., &Ronanki, R. (2018). Artificial intelligence for the real world. Harvard Business Review.

Floridi, L. (2019). The ethics of artificial intelligence. In The Oxford handbook of ethics of AI. Oxford University Press.

Ingwe, M. O., Abang, M. B., & Atah, C. A. (2025). Leveraging virtual reality technology for innovative business education in Nigerian higher institutions. KIU Journal of Education, 5(1), 167–171.

Jordan, M. I., & Mitchell, T. M. (2015). Machine learning: Trends, perspectives, and prospects.

Science, 349(6245), 255–260.

Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.

Kumar, A., & Rajan, C. (2019). The role of artificial intelligence in enhancing customer experience.

Journal of Business Research, 98, 225–234.

Luger, E., & Sellen, A. (2016). Like having a really bad PA: The gulf between user expectations and AI assistants. In Proceedings of the 2016 CHI Conference on Human Factors in Computing Systems (pp. 5286–5297).

Mayer-Schönberger, V., & Cukier, K. (2013). Big data: A revolution that will transform how we live, work, and think. Houghton Mifflin Harcourt.

Murphy, C. (2021). The best email marketing software for 2021. PCMag.

Nwogugu, E. (2021). Artificial intelligence in Nigerian marketing: Opportunities and challenges.

Nigerian Journal of Marketing, 12(1), 15–30.

Nwosu, B., Bessong, E. B., & Atah, C. A. (2022). Availability and utilization of Zoom technologies in teaching and learning of business education in tertiary institutions in Cross River State. Academic Journal of Current Research, 9(10), 152–161. https://cirdjournal.com/index.php/ajcr/article/view/956

Ochui, M. O., Idike, I. M., & Atah, C. A. (2024). Electronic learning and academic performance of business education students in University of Calabar. Journal of Association of Business Educators of Nigeria, 11(1), 334–340.

Olom, P., & Atah, C. A. (2025). Utilization of artificial intelligence on instructional preparation by business educators in Cross River State. Mediterranean Journal of Social Sciences, 16(1), 92–

https://doi.org/10.36941/mjss-2025-0008

Onwubuya, U. N., Amobi, C. M., & Atah, C. A. (2025). Integration of machine learning as correlate of Core Curriculum and Minimum Academic Standards (CCMAS) implementation for business education in South-East Nigeria. Journal of International Cooperation and Development, 8(1), 29–38. https://doi.org/10.36941/jicd-2025-0003

Otu, F. E., Ogala, C. S., Akputu, M. O., & Atah, C. A. (2024). Utilization of AI tools in the content delivery of CCMAS in Nigerian universities. International Journal of Education and Evaluation, 10(5), 367–378.

Pang, B., & Lee, L. (2008). Sentiment analysis and opinion mining. Foundations and Trends in Information Retrieval, 2(1), 1–135.

Russell, S. J., & Norvig, P. (2020). Artificial intelligence: A modern approach. Pearson.

Uju, O. N., Asuo, H. V., Chukwurah, M. U., & Atah, C. A. (2024). Adoption and utilization of digital skills for maximum productivity among university graduates in Nigeria. World Journal of Innovation and Modern Technology, 8(4), 96–107.


Refbacks

  • There are currently no refbacks.