ARCHIVES
VOL. 11, ISSUE 2 (2025)
The impact of artificial intelligence on tailored marketing strategies
Authors
Ahmad T Y, Babello A M
Abstract
This research aimed to investigate the influence of artificial
intelligence on customized marketing strategies. Four research inquiries and a
single hypothesis were formulated and analyzed. The study was directed by the
goal of understanding the effect of artificial intelligence on personalized
marketing strategies and their efficacy in improving consumer engagement and
business performance. A descriptive and explanatory design was utilized; data
collection involved the use of questionnaires alongside library research. Both
primary and secondary data sources were employed, and the analysis was
conducted using the chi-square statistical method at a 5% significance level,
with results presented in frequency tables and percentages. The primary sample
consisted of residents from Lagos State, selected from 23 Local Government
Areas (LGAs) within the state. Data collection was facilitated through a
questionnaire titled "Questions on the Role of Artificial Intelligence in
Personalized Marketing (QRAIPM)." The validity of the instruments was
evaluated in terms of face, content, and constructs validity. Additionally, the
reliability of the instruments was assessed, revealing internal consistency
reliability coefficients of 0.76, 0.78, and 0.87 for the questions related to
the role of artificial intelligence in personalized marketing scales. There was
no significant difference regarding whether business owners should leverage AI
to gain a deeper understanding of customer needs and preferences, thereby
ensuring that marketing initiatives are genuinely pertinent and beneficial. The
findings of the study indicated that AI serves as a potent tool that has
transformed personalized marketing, presenting both opportunities and
challenges. As technological advancements continue, the significance of AI in
marketing is expected to grow, fostering innovation and altering the ways in
which brands engage with their audiences.
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Pages:18-23
How to cite this article:
Ahmad T Y, Babello A M "The impact of artificial intelligence on tailored marketing strategies". International Journal of Research in Advanced Engineering and Technology, Vol 11, Issue 2, 2025, Pages 18-23
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