EFFECTS OF ARTIFICIAL INTELLIGENCE ON DIGITAL MARKETING TRANSFORMATION IN SELECTED BANKS IN OWERRI METROPOLIS

Mmanwoke V. O. PhD, Maduenyoghasi O. S. PhD, Igwe F. C. PhD

Department of Marketing, Imo State Polytechnic, Omuma

Keywords: Artificial Intelligence, Digital marketing, Transformation, Marketing campaign, Employee proficiency, and Marketing performance

Abstract

This study investigates Artificial Intelligence (AI) and transformation of digital marketing in selected Access and Zenith Bank branches within Owerri metropolis, Imo State, Nigeria. In response to the increasing integration of AI into business processes, the research examines how AI investments, marketing campaign automation, and employee AI proficiency influence digital marketing performance/outcomes. A descriptive survey design was adopted, utilizing a structured questionnaire distributed to a sample of 476 respondents (344 customers and 132 employees) selected through a combination of purposive, convenience, and quota sampling techniques. Data were analyzed using both descriptive statistics and Pearson correlation analysis approach via SPSS 23.0. Findings reveal that Access and Zenith Banks’ investment in AI has significantly improved digital marketing performance. Marketing campaign automation was also found to enhance digital marketing performance. Additionally, employee proficiency in AI tools showed a strong positive correlation with digital marketing performance. The study concludes that AI is a critical driver of digital marketing effectiveness in the banking sector. It is therefore recommended that: banks should prioritize consistent funding for AI-related infrastructure, adopt AI tools for campaign automation/real-time customer interaction, and also conduct regular training programs to improve staff proficiency in AI tools.

Published

November 2025

ISSUE

VOL.6.NO.1

Citation

Mmanwoke V. O. PhD, Maduenyoghasi O. S. PhD, Igwe F. C. PhD (November 2025). EFFECTS OF ARTIFICIAL INTELLIGENCE ON DIGITAL MARKETING TRANSFORMATION IN SELECTED BANKS IN OWERRI METROPOLIS. International Journal of Marketing and Management Sciences,(VOL.6.NO.1), 35 - 56.

APA format

Mmanwoke V. O. PhD, Maduenyoghasi O. S. PhD, Igwe F. C. PhD. "EFFECTS OF ARTIFICIAL INTELLIGENCE ON DIGITAL MARKETING TRANSFORMATION IN SELECTED BANKS IN OWERRI METROPOLIS." International Journal of Marketing and Management Sciences, vol. , no. VOL.6.NO.1, November 2025, pp. 35 - 56.

MLA format

Mmanwoke V. O. PhD, Maduenyoghasi O. S. PhD, Igwe F. C. PhD. November 2025. "EFFECTS OF ARTIFICIAL INTELLIGENCE ON DIGITAL MARKETING TRANSFORMATION IN SELECTED BANKS IN OWERRI METROPOLIS." International Journal of Marketing and Management Sciences , no. VOL.6.NO.1: 35 - 56.

Chicago format

Mmanwoke V. O. PhD, Maduenyoghasi O. S. PhD, Igwe F. C. PhD (November 2025). "EFFECTS OF ARTIFICIAL INTELLIGENCE ON DIGITAL MARKETING TRANSFORMATION IN SELECTED BANKS IN OWERRI METROPOLIS." International Journal of Marketing and Management Sciences, vol. , no. VOL.6.NO.1, pp. 35 - 56.

Harvard format