IMPACT OF ARTIFICIAL INTELLIGENCE ON ADVERTISING STRATEGIES OF MTN NIGERIA IN THE ERA OF GLOBALISATION
IMPACT OF ARTIFICIAL INTELLIGENCE ON ADVERTISING STRATEGIES OF MTN NIGERIA IN THE ERA OF GLOBALISATION
Keywords:
Impact, Artificial Intelligence, Advertising Strategies, MTN Nigeria, GlobalisationAbstract
From the era of traditional print ads and billboard signs to today’s digital marketing landscape, the advertising industry has continually evolved to meet the demands of shifting consumer behaviours and emerging technologies. Among these innovations, Artificial Intelligence (AI) has emerged as one of the most transformative forces, reshaping how brands communicate, engage and influence audiences. Anchored on algorithmic media logic theory, this study examines the influence of AI on the advertising strategies of MTN Nigeria, with a specific focus on Abuja. Adopting a quantitative survey design, data were collected from 372 MTN subscribers using a structured questionnaire. The study assessed the extent to which AI-driven advertising strategies and AI-enabled personalisation influence consumer engagement. Findings indicate that AI significantly shapes MTN’s advertising practices through targeted, automated and personalised advertising, which in turn enhances consumer engagement. The study concludes that AI has become a strategic tool in contemporary advertising and highlights the importance of audience-centred and context-specific application of AI in Nigeria’s telecommunications sector.
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