Abstract
Marketing offers a lot of potential for Artificial Intelligence (AI). It assists in expanding information and data sources, enhancing software’s data management abilities, and developing complex and sophisticated algorithms. The interactions between businesses and customers are altering as a result of AI. The way this technology is used depends a lot on the sort of business and website being used. Marketers are now better able to concentrate on the customer and immediately address their demands. Because AI gathers and generates data through its algorithms, businesses can swiftly decide what content to target customers with and which channel to use when. When AI is used to personalise user experiences, users are more comfortable and likely to make purchases. AI techniques can also be used to examine the effectiveness of rival efforts and uncover the expectations of their target audiences. Computers can now analyse and interpret data without explicit programming thanks to machine learning (ML), a subset of artificial intelligence. Furthermore, ML helps people solve issues effectively. As more data is fed into the algorithm, it learns and gets better at performing and being accurate. This paper theoretically highlighted on the essentiality AI in marketing in developing economies like Nigeria
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