ADOPTION OF ARTIFICIAL INTELLIGENCE (AI): IMPLICATION FOR JOB PERFORMANCE IN THE ADVERTISING INDUSTRY IN NIGERIA

Abstract

Integrating Artificial Intelligence (AI) into Nigeria’s advertising sector has significantly transformed operational practices, particularly in media buying, copywriting, market research, and content creation. This study examines the effects of artificial intelligence on job performance, highlighting both the advantages and challenges of incorporating technology within the Nigerian advertising landscape. Focusing on advertising agencies in Ikeja, Lagos State, the research aims to assess how adopting AI influences the efficiency and effectiveness of the industry. The study adopted a mixed-methods approach, featuring a quantitative survey of 305 participants and in-depth interviews with five media buyers. The study utilised the Technology Acceptance Model and the Diffusion of Innovation Theory to analyse how media buyers embrace and utilise AI technologies. Findings indicate that AI tools enhance job performance, productivity, and efficiency in advertising tasks. However, the absence of a human touch in AI-generated content, reliance on user input, and AI's limitations in recognising human errors highlight the necessity for human oversight and correction. Thus, while AI has the potential to boost job performance and significantly reshape the future of Nigeria’s advertising industry, addressing ethical concerns and finding appropriate solutions are essential for the sustainable development of this integration.