THE RISE OF ARTIFICIAL INTELLIGENCE (AI)-DRIVEN MARKETING
TRANSFORMING CONSUMER ENGAGEMENT AND PERSONALIZATION. A STUDY OF SELECTED CONSUMERS IN SOUTHEAST, NIGERIA
Keywords:
Artificial intelligence, consumer engagement, personalization, digital marketing, predictive analytics, consumer behavior, and data privacy.Abstract
This study investigates the rise of Artificial Intelligence (AI)driven marketing and its transformative
effects on consumer engagement and personalization. The primary objectives were to examine the
impact of AI-driven marketing on consumer engagement, personalization and challenges in
implementation of AI-driven marketing strategies. Data were collected through an online
questionnaire distributed via social media and email to ensure wide reach and respondent convenience
using a survey of 500 consumer in southeast Nigeria. Content validity was ensured through expert
view, The reliability was confirmed with Cronbach’s alpha value above 0.70. Descriptive statistics
were used for demographic analysis while multiple regression and ANOVA the study’s hypotheses
and finds reveal a significant positive effects of AI on consumer engagement, satisfaction and
purchasing decision Highlighting the need for strategic AI integration to maximize marketing
outcome.
