THE ROLE OF ARTIFICIAL INTELLIGENCE (AI) IN ENHANCING MARKETING CAMPAIGNS, A STUDY OF JUMIA OUTLETS, OWERRI.

This study examined the roles of artificial intelligence (AI) in enhancing marketing campaigns, a study of Jumia outlets, Owerri. The research aimed to explore the extent of AI usage in marketing campaigns, assess the effectiveness of AI-powered tools such as chatbots, personalization, recommendation systems, and identify the challenges faced in implementing AI-driven strategies as method of enhancing marketing operations using Jumia outlet in Owerri, Nigerian business environment. A structured questionnaire was administered to a sample of 75 staff and customers of Jumia, of which 55 responses were successfully retrieved and analyzed. The study employed descriptive statistics, tables, percentages, and Chi-square analysis to test the hypotheses. The findings revealed that AI tools have significant effects in advertising marketing campaigns, the chatbols personalized chatting, the system recommendation all have significant role effects in enhancing marketing campaigns. The respondents acknowledges the significant effect of adoption on customer enhancement and sales performance. However, challenges such as inadequate technical expertise, high implementation costs, and customer skepticism were highlighted as major barriers. The study concludes that while AI holds great potential for transforming marketing practices in Nigeria, strategic investment in capacity-building and customer education is essential for sustainable integration. Recommendations were made for broader AI adoption, enhanced tool customization, and targeted solutions to the identified challenges.