Artificial Intelligence and Competitive Advantage of Micro, Small and Medium Enterprises (MSMEs) in Anambra State

Abstract

Companies are adopting artificial intelligence (AI) to be innovative, improve their strategies and differentiate themselves from competitors. This research on Artificial Intelligence and Competitive Advantage of Micro, Small and Medium Enterprises (MSMEs) in Anambra State. The objective is to examine the extent of the introduction of AI in achieving competitive advantage among MSMEs in Anambra State. This study made use of a Survey Research Design, and the population was 1399 MSMEs from the state. Krejcie and Morgan's 1970 sample size determination formula was used to get a sample size of 301. The analysis for the study was carried out using both descriptive and inferential statistics and the hypotheses were tested at a 5% level of significance. The study revealed that there is a statistically significant positive relationship between data-driven targeted online adverts and increase quality lead generation for (r = .922; p-value < 0.05), The study, therefore, concluded that using data-driven targeted adverts will lead to generating quality that need little effort on converting to paying customers. Sequel to this, the researches recommend among others that the MSMEs in Anambra state need to increasingly rely on data in decision-making, especially in running adverts, as this will give them the opportunity to choose who sees the advert and will lead to generating quality leads which will boost their competitive advantage over their rivals.