Artificial Intelligence Technology and Marketing Communication Management: A Case Study of Guaranty Trust Holding Company PLC, Nigeria

This study assesses how Artificial-Intelligence Technology (AIT) operationalised as AI-driven customer segmentation (AICS), personalised marketing campaigns (PMC), and predictive marketing analytics (PMA) influences Marketing-Communications Management (MCM), proxied by message consistency (MSC), channel synergy (CSY), and campaign effectiveness (CPE), within Guaranty Trust Holding Company Plc (GTCO Plc) in Abuja, Nigeria. A descriptive-survey design was chosen. From a population of 147 marketing staff spread across ten branches, the required sample size was calculated with the Taro Yamane (1967) formula (e = 0.05), yielding n = 137. Questionnaires were distributed proportionally, and 137 usable responses were returned. Data were analysed with SPSS v26; descriptive statistics profiled respondent views, while Pearson correlation and multiple-regression procedures tested the research hypotheses. Results show that all three AIT proxies are positive, significant predictors of MCM (p < .05). Among them, AICS emerged as the strongest driver (β = 0.42), followed by PMA (β = 0.32) and PMC (β = 0.15). The model explains 41 % of the variance in MCM (adjusted R² = 0.396). These findings affirm that granular segmentation and forward-looking analytics deliver the greatest communication gains, whereas personalisation adds incremental but weaker benefits. GTCO Plc is therefore advised to prioritise investment in advanced clustering algorithms and real-time predictive dashboards, while continuing to refine campaign personalisation for superior customer engagement.