ARTIFICIAL INTELLIGENCE ON PREDICTIVE MARKETING IN NIGERIA RETAIL/SMALL & MEDIUM ENTERPRISE FOR SUSTAINABLE DEVELOPMENT

The study investigated the effect of Artificial Intelligence on Predictive Marketing in Awka Retail/Small & Medium Enterprise for Sustainable Development: “A Study of Temu Nigeria," examined how artificial intelligence (AI) is used on predictive marketing and its effect on retail performance in Nigeria. The research was motivated by limited understanding of AI adoption in emerging markets, which face challenges like poor infrastructure and low digital literacy. A descriptive survey design was used, 215 small-scale business owners in Awka, Anambra State were selected using judgmental approach. Taro Yamane formula was used, as a sample of 140 respondents was selected. Data were collected with a structured questionnaire on a 5-point Likert scale and analyzed using descriptive statistics and the Chi-square (χ²) test. Findings revealed that personalized recommendations were the most used AI tool, and 71% of respondents reacted positively to AI-driven content. The Chi-square result (χ² = 60.3) confirmed a significant positive effect of AI on predictive marketing performance. Limited internet access was identified as the main barrier to effective AI adoption. The study concluded that AI can improve customer engagement and sales, but technological and infrastructural challenges limit its full potential in Nigeria. It is recommended that businesses continue investing in AI, policymakers likewise improve digital infrastructure, and educational institutions include AI in their programs to encourage broader adoption and economic growth