Abstract
In today’s rapidly evolving digital era, artificial intelligence (AI) has emerged as a transformative force in modern marketing, fundamentally reshaping how businesses engage with consumers and deliver real value and satisfaction. This study aims to examine the strategic dimensions of AI and their impact on transforming current marketing practices by Nigerian businesses for sustainable growth and global competitiveness. Grounded in the dynamic capabilities theory, the study explores how AI enables firms to remain competitive in an increasingly data-driven marketplace. A qualitative research design was employed, utilizing content analysis of secondary data. The data were thematically analyzed to identify recurring patterns and insights into AI application in contemporary marketing practices. Specifically, three dimensions such as real-time customer engagement, AI-enabled predictive analytics and programmatic advertising were identified as pivotal. The findings indicate that strategic deployment of AI significantly enhances marketing performance. The findings also affirm the relevance of the dynamic capabilities theory, as firms that effectively adapt AI capabilities can dynamically reconfigure their marketing functions to seize emerging opportunities and positively respond to market disruptions. The study concludes that the integration of AI into marketing plans and strategies does not only improve operational efficiency/business growth but also strengthens customer relationships and fosters innovation.
Keywords: Artificial Intelligence, Real-time customer engagement, AI-enabled predictive analytics, Programmatic advertising, Marketing transformation.
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