The effect of AI-powered digital ads on market segmentation: A study of a tech firm in Lagos
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- NGN 5000
Background of the study:
AI-powered digital ads utilize machine learning algorithms to analyze consumer data and create highly targeted advertising campaigns. A tech firm in Lagos has adopted AI-driven ad solutions to refine its market segmentation, delivering personalized advertisements to distinct consumer groups. By leveraging AI, the firm can segment its market more accurately, optimize ad placements, and improve engagement metrics such as click-through and conversion rates (Adebola, 2023). This study investigates how AI-powered digital ads affect market segmentation and overall campaign performance. It examines the accuracy of AI in identifying consumer preferences, the efficiency of ad spend allocation, and the impact on sales growth. The integration of AI has the potential to transform traditional market segmentation by automating the process and providing real-time insights, yet challenges such as data bias, algorithm transparency, and integration complexity remain (Chinwe, 2024). The research aims to provide empirical evidence on the benefits and limitations of AI in digital advertising, offering recommendations for optimizing ad strategies in the tech industry (Olufemi, 2025).
Statement of the problem:
The tech firm in Lagos encounters challenges in fully realizing the benefits of AI-powered digital ads for precise market segmentation. Issues such as algorithmic bias, data quality inconsistencies, and difficulties in interpreting AI outputs have resulted in suboptimal segmentation and targeting, which adversely affect campaign performance (Ifeoma, 2023). These challenges underscore the need for a detailed investigation into AI integration to improve market segmentation and overall ad effectiveness (Olu, 2024).
Objectives of the study:
To assess the impact of AI-powered digital ads on market segmentation.
To identify challenges in implementing AI-driven advertising strategies.
To propose recommendations for optimizing AI use in market segmentation.
Research questions:
How do AI-powered digital ads influence market segmentation accuracy?
What challenges hinder the effective implementation of AI in digital ads?
What strategies can enhance the effectiveness of AI-driven market segmentation?
Significance of the study:
This study is significant as it provides insights into how AI-powered digital ads can revolutionize market segmentation in the tech industry. The findings will help optimize advertising strategies, improve targeting accuracy, and enhance overall campaign performance, leading to better resource allocation and higher ROI (Adebola, 2023).
Scope and limitations of the study:
The study is limited to a tech firm in Lagos, Nigeria, and focuses on AI-powered digital ads and market segmentation, excluding other AI applications in marketing.
Definitions of terms:
AI-Powered Digital Ads: Advertisements optimized using artificial intelligence technologies.
Market Segmentation: The process of dividing a market into distinct groups with similar characteristics.
Tech Firm: A company that operates within the technology sector.
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