Perceptions of the Influence of Artificial Intelligence on Advertisements Among University Students in Nigeria

This study examined the influence of artificial intelligence on advertisements among university students in Nigeria. The research design adopted were both survey and case study. Case study was chosen because the three universities that made up the population of the study, were selected from Enugu state. The philosophical underpinning that guided this study was that of diffusion of innovation. The sample was 384 picked via a multi-stage sampling procedure from three universities in Enugu state. The data gathered from the study were presented using mean and tables with percentage. Findings revealed that Nigerian university students were well exposed to AI; the exposure led to them been abreast with AI-driven advertisements; the students purchased products advertised via artificial intelligence; and lack of regulation, among others were identified as the challenges facing AI in relation to advertising as it concerns Nigerian undergraduates. The study recommends that Nigerian government should domesticate the laws that should regulate the application of AI technology in advertising; advertisers should be more creative in their generation of Ad contents via artificial intelligence; and for a better appreciation of AI-linked advertisements, structures should be put in place to ensure that improved technology base, maintenance of accountability and moral principles, as well as the protection of customer confidentiality, are all guaranteed.
Keywords: artificial intelligence, advertisements, influence, university students, Nigeria