Abstract

Purpose: This study assessed how Artificial Intelligence (AI) contributes to the manufacturing of products as well as distribution of products by companies, which are located in Nigeria. Particularly, the research analyzes the advantages of AI in promotion effectiveness enhancement, barriers to its implementation, analyzes the role of AI in consumer interaction and sales performance, and the factors that contribute to successful AI implementation in marketing strategies.

Method: Using a descriptive survey design, 150 marketing managers, digital marketers and business owners in Lagos, Abuja and Port Harcourt were surveyed using a structured questionnaire that contained Likert-scale and open-ended questions. The trends in AI use were summarized using descriptive statistics (means, percentages, standard deviation) and the relationships between AI adoption, promotional performance, consumer interaction and sales were tested using inferential statistics (correlation and regression analysis).

Result: The findings show that AI has a significant enhancement effect on targeting accuracy (M = 4.10), personalized marketing (M = 4.30), and customer contact (M = 4.20), but the implementation cost (M = 4.20) and the technical skills gap (M = 4.00) limit the adoption. Regression analysis indicates that AI adoption (b = 0.41, p = 0.001) and consumer engagement (b = 0.38, p = 0.002) are powerful predictors of sales performance.

Conclusion: The research suggests that purposeful, human-organizational addition of AI to the marketing process increases its efficiency and recommends specific staff training, infrastructural facilitation, and data administration regulations to maximize the benefits of AI in Nigeria