ARTIFICIAL INTELLIGENCE AND DIGITAL MARKETING IN BLUE-CHIPS BANKS IN ABUJA, NIGERIA

Abstract

This study seeks to investigate artificial intelligence and digital marketing in blue-chip banks in Abuja, Nigeria. The other specific objectives include examines the relationship between; machine learning and content marketing, natural language processing and social media marketing, robotics practice and mobile marketing respectively. Descriptive research designed was used in the study. The study adopted a quantitative research method where closed ended questionnaires were used for data collection from staff of blue-chips banks Abuja, Nigeria. The population of the study was 391 respondents and was adopted as sample size for the study using census approach. Simple regression technique was used to test the relationships between the research variables through statistic package for social science (SPSS version 27.0). The study findings revealed that artificial intelligence had positive significance effect on the performance of digital marketing strategies of blue-chips banks in Abuja. The study concluded that there is a significance positives link between machine language and content marketing, natural language processing and social media marketing, robotics practice and mobile marketing adoption in blue- chips banks Abuja respectively. It was recommended that blue-chips banks top management and board members should focus on using AI tools to analyse customer data and personalize marketing messages as this leads to significance positive improvement in banks digital marketing growth and development aiming at attracting large market shares.