Artificial Intelligence-Driven Advertising and Customer Targeting

Abstract

This chapter investigates the relationship between artificial intelligence algorithms and advertising performance and customer engagement in Zimbabwe. Four AI algorithm types were examined as independent variables: Natural language processing (NLP), machine learning (ML), decision trees (DT), and data visualization (DV). Statistical analysis revealed significant positive relationships between all four algorithms and the dependent variable of advertising performance and customer engagement, with t-values exceeding 1.96. Among the algorithms, data visualization showed the strongest influence (t=7.952), followed by decision trees (t=5.401), machine learning (t=2.698), and natural language processing (t=2.069). The findings suggest integrating these AI algorithms into advertising strategies can improve effectiveness and customer interaction. This study provides empirical evidence for the positive impacts of leveraging AI to advance precision marketing in Zimbabwe. The results offer valuable insights for developing more targeted and effective advertising strategies.