Gao and Liu (2022) highlighted the transformative impact of
artificial intelligence (AI) on the interactive marketing experience for
customers. They emphasized that despite the considerable body of research on AI
in interactive marketing, the crucial concept of personalization has been
relatively underexplored in both marketing research and practical applications
(Leeflang et al., 2014; Heimbach et al., 2015; Järvinen and Taiminen, 2016;
Lilien, 2016; Murphy, 2018; Strycharz et al., 2019). Additionally, scholars
have consistently emphasized the necessity of exploring how AI will affect
marketing practices (Flaherty et al., 2018; Moncrief, 2017; Paschen et al.,
2019; Russo-Spena et al., 2019; Singh et al., 2019; Syam & Sharma, 2018).
This stems from the understanding that successfully comprehending and
implementing AI is critical for businesses’ overall success and
competitiveness, given its potential to enhance personalization and deliver
additional value for customers.
In the specific context of Nigeria, a review of existing
empirical analyses reveals a notable gap, with no prior study focusing on the
intersection of artificial intelligence and personalization. Consequently, this
innovative research seeks to introduce the concept of AI-enabled
personalization (AIP) within the Nigerian context and aims to explore its
impact on customer experience and loyalty.