Assessment of Artificial Intelligence in Integrated Marketing Communications of Jiji Online Nigeria

The study entails Artificial intelligence (AI) assessment in integrated marketing communication of Jiji online Nigeria. It adopted qualitative and quantitative approaches, as well convenience and purposive sampling techniques through the use of online survey questionnaires to reach out to its online potential customers, IT students and staffs of Jiji online Nigeria. A total number of 376 respondents participated in the study. Finding from the study reviewed that application of AI in marketing operation contributes to the sales growth of Jiji Online Nigeria through its tools such as chat-bots, automated contents, e-mail marketing, personalized services, and display of current social media trends on digital marketing. Although, utilization of AI is not without challenge, as business utilizes AI are commonly faced with high data processing challenges and that some customers are mostly not willing to interact with AI. Also, the application of AI in marketing assists Jiji Online in its smart segmentation of target market as customers affirm that the messages, information, content and services via AI are relevant, and it based on their geographic location, search history, and purchase history. Findings indicate that AI assists Jiji as it promotes adverts for it products and services to it customers. It offers customers personalized services such as personalized offers and promotions, personalized payment on discount percentages and engages customers via email, SMS, and chats.
Keywords: Artificial Intelligent, Assessment, Integrated Marketing Communication, Jiji Online