Abstract
This study explored the integration of Artificial Intelligence (AI) in the Nigerian advertising industry, focusing on its potential and limitations. The rationale was driven by the global rise in AI use for optimizing advertising and the need to understand its impact in a developing context like Nigeria. Guided by Technological Determinism and Uses and Gratifications Theory, the study examined AI applications, adoption challenges, and its impact on advertising effectiveness. Using secondary data analysis from empirical studies, reports, and scholarly literature, findings showed increasing AI use in Nigerian advertising, especially among large, urban-based firms employing tools like predictive analytics, chatbots, and programmatic advertising. However, small and medium-sized enterprises (SMEs) lag due to high entry costs, poor infrastructure, and limited local AI development. Key challenges include infrastructural deficits, skill gaps, and high costs. Despite this, AI has improved advertising outcomes through better precision, personalisation, and responsiveness. The study recommends that the Nigerian government and private sector should enhance digital infrastructure, broaden broadband access and offer financial support to SMEs to promote inclusive AI adoption in advertising.
Keywords: Artificial Intelligence, AI Integration, Advertising Practices, Digital Infrastructure, Nigerian Advertising Industry