AWARENESS AND USE OF AI MARKETING TOOLS AMONG UNDERGRADUATE ENTREPRENEURS IN ANAMBRA STATE

Abstract

Artificial intelligence (AI) is rapidly evolving and impacting various professional domains, including marketing. This study, therefore, investigated awareness and adoption of AI tools for marketing purposes among undergraduate entrepreneurs in Anambra State. A quantitative descriptive research design was employed. The study population was undergraduates in Anambra State. A questionnaire was used to collect data from 300 respondents selected through the multi-stage approach. Data were analyzed using descriptive statistics. Results indicated high awareness of AI marketing tools among the respondents. Extent of awareness, however, differed across tools, with video/chatbot tools recording higher awareness than influencer identification tools. Despite high awareness levels, use of AI tools was found to be moderate, occurring among 40-50% of respondents. Image generator tools recorded the highest usage (55.3%), followed by video creation tools (50.7%), content generator tools (50.0%), chatbots and social media advertising bots (48.7% each), whereas web analytics tools (41.3%) and influencer identification tools (21.3%) recorded substantially lower adoption. Respondents perceived AI tools as enhancing important marketing objectives such as reach and productivity. Cost and lack of training were the major barriers to adoption. The study concluded that AI has the potential to transform undergraduate entrepreneurship, but its benefits will not optimised unless the ecosystem supporting student entrepreneurs addresses the capability and resource constraints that hinder sustained adoption. The researchers recommended, among others, the provision of affordable access to AI tools, practical training, mentorship, and digital skills development to bridge knowledge gaps and promote sustained utilisation.