AI-DRIVEN DYNAMIC CONTENT CREATION AND MICRO-SMALL AND MEDIUM ENTERPRISES MARKET PERFORMANCE IN THE FEDERAL CAPITAL TERRITORY, ABUJA

Abstract

This study investigated the effect of AI-driven dynamic content creation on market conversion rate of Micro, Small, and Medium Enterprises (MSMEs) in Nigeria's Federal Capital Territory (FCT). The primary objectives are to investigate how content diversity, update frequency, and personalization influence customer engagement and lead-to-sales conversion. An exploratory research design was employed, utilizing a structured questionnaire administered to 384 MSME operators selected through stratified random sampling. Using SPSS, regression models tested the effects of selected AI-driven content strategies on the digital performance metrics of sampled MSMEs. Findings revealed significant positive relationships between AI-driven content creation strategies and improved market conversion rates. Specifically, content diversity increased average time spent on websites, frequent updates boosted customer engagement, and personalization significantly enhanced lead-to-sales conversion rates. The study concluded that dynamic content creation is crucial for MSMEs to enhance customer interactions and compete effectively in the emerging digital marketplace. It was thus recommended that MSMEs invest in AI tools, focus on personalization, maintain regular content updates, and diversify content formats to optimize engagement. For enterprise development agencies, the study advised providing training, facilitating access to AI solutions, promoting AI adoption, and supporting research and development.