Influence Of Artificial Intelligence On Marketing Strategy Among Mobile Telephony Operators In Kenya

Abstract

As technology is evolving like never before, Artificial Intelligence is considered to be a major innovation that is altering the existing marketing landscape. Today, AI has made it possible for marketers to turn humongous sets of data into actionable insights. The application of AI in marketing strategy is not only for competitive advantage but also to constantly follow and foresee the next purchasing decisions of the target customers and to improve their customer journey. In light of this, the study focused on mobile telephony operators in Kenya as deployment of AI technologies has the potential of positively influencing marketing strategy of a firm. The study‘s objective was to establish the extent of influence of artificial intelligence on marketing strategy among mobile telephony operators in Kenya. The study was carried out through a descriptive study. Questionnaires were employed to collect primary data. Collected data was analysed using descriptive statistics while regression analysis technique was applied to establish the relationship between the dependent and independent variables. The findings indicated that AI technologies have been deployed to some extent. Further, the findings pointed to a strong relationship between AI technologies use and marketing strategy. However from the regression model the variables with a positive and significant influence on marketing strategy are natural language processing, virtual personal assistants, targeted online advertising and machine learning. The study recommends improvements on the organizational AI readiness in the areas of team skills and knowledge, open culture and process flow integration. Further, it points to policy makers to bridge the knowledge and skills gap relating to AI and data science so as to fully exploit and gain from AI and reap the full benefit of its use in marketing strategy.