INFLUENCE OF ARTIFICIAL INTELLIGENCE ON THE PRACTICE OF ADVERTISING: A CASE STUDY OF SELECTED ADVERTISING AGENCIES IN LAGOS STATE

This study explores the influence of Artificial Intelligence (AI) on the practice of advertising, focusing on selected advertising agencies in Lagos, Nigeria. In the wake of rapid technological advancements, AI has emerged as a transformative force across industries, and the advertising sector is no exception. The research specifically investigates the extent to which AI has been adopted in ad production, its deployment in creative development, and the availability of AI infrastructure within Nigerian advertising agencies. A quantitative research design was employed, and data were collected through structured questionnaires administered to 80 advertising professionals across four leading agencies in Lagos. Descriptive and inferential statistical tools, including the Chi-square test, were used for analysis. The findings reveal that while AI is moderately adopted for media planning, audience targeting, and performance tracking, its use in creative development such as content generation and A/B testing is steadily growing. However, the study also highlights infrastructural gaps, including limited internal policies and insufficient technical training among staff. The inferential analysis confirms a significant relationship between AI adoption and improved consumer engagement, underscoring AI's role in enhancing personalization, targeting accuracy, and advertising efficiency. The study concludes that while Nigerian advertising agencies are increasingly embracing AI, strategic investments in infrastructure, training, and policy development are essential for maximizing its potential. Recommendations include upskilling employees, establishing formal AI usage policies, and fostering collaborations with technology firms. This research contributes to the growing body of knowledge on digital transformation in African advertising contexts and provides a framework for effective AI-driven advertising strategies.