Artificial Intelligence in Digital Marketing: Readiness and Adoption among Nigerian Enterprises

Abstract

This study examines the readiness and adoption of Artificial Intelligence tools in
digital marketing among Nigerian SMEs. Despite the growing global use of AI
technologies such as machine learning, chatbots, and predictive analytics,
adoption in Nigeria remains limited. Using a mixed-methods approach, the
study combines survey data from 210 SMEs with in-depth interviews of 15 digital
marketing professionals in Lagos, Abuja, and Port Harcourt. AI readiness is
assessed across five dimensions: infrastructure, organizational capability,
strategic alignment, workforce competence, and the regulatory environment.
Findings indicate moderate awareness of AI but low implementation, constrained
by poor internet connectivity, limited technical expertise, lack of localized
solutions, and insufficient investment. Although enterprises recognize AI’s
potential to enhance marketing efficiency and customer engagement, most lack
structured adoption strategies and face system integration challenges. The study
identifies key barriers and enabling factors and proposes a strategic roadmap
for scalable AI adoption, emphasizing digital skills development, improved
cloud infrastructure access, supportive policies, and local innovation support.