CERTIFICATE
OF PARTICIPATION
THIS CERTIFICATE IS PRESENTED TO
Peter Ruzige
Presented at Conference in Marketing 2024 organized by
School of Business and Social Sciences, held on 12 June 2024
PROFESSOR DR. NOR AZILAH HUSIN
EMERITUS PROFESSOR DATO’ DR. ABD AZIZ BIN TAJUDDIN
Dean of School of Business and Social Sciences
Vice Chancellor & President
Aqidah
Akhlaq
Adab
Amanah
Amalan
AI as a Marketing Tool in the West African Digital Services
Industry: A Systematic Literature Review
Aisha Bojang 1, Fanta Njie 2, Ruzige Peter 3, Swabrah Mukiibi Nakibuuka 4
Albukhary International University
ABSTRACT
This systematic literature review investigates the impact of AI marketing tools on the digital services sector in West Africa and their potential
contribution to Sustainable Development Goal (SDG) 9: Industry, Innovation, and Infrastructure. By systematically reviewing articles from 2019-2024, it
finds a growing use of AI marketing for lead scoring, customer segmentation, and personalized recommendations in West Africa. However, challenges in
AI integration hinder widespread adoption. The review suggests that AI marketing can enhance SDG 9 by optimizing logistics, fostering marketing
innovation, and improving customer experiences. It underscores the need for more research on AI marketing applications specific to West Africa,
providing valuable insights for businesses and policymakers to drive sustainable growth and innovation
INTRODUCTION
FINDINGS
Fueled by mobile technology and internet connectivity, West Africa's digital
commerce sector is experiencing a gold rush. Businesses are reaching wider
audiences and personalizing strategies, but underdeveloped infrastructure
and a lack of AI expertise create a potential bottleneck. Enter AI marketing,
a powerful tool that can transform marketing strategies and enhance
customer experiences. It also aligns with Sustainable Development Goal 9
(industry, innovation, and infrastructure) by optimizing logistics and
fostering innovation. But a critical question remains: Can West African
companies harness the power of AI marketing to unlock their full potential
and become global digital contenders?
AIM
This manuscript reviews literature on the impact of AI marketing tools on
West Africa's digital services sector. It analyzes adoption rates, challenges,
and opportunities, exploring how AI influences marketing strategies and
consumer behavior in the region. Additionally, the research delves into
the potential of AI marketing to contribute to achieving Sustainable
Development Goal (SDG) 9: Industry, Innovation, and Infrastructure.
METHODS
Following an SLR approach, relevant academic literature was searched using Google Scholar
and ProQuest with keywords like "artificial intelligence," "marketing tools," and "West Africa."
Inclusion criteria focused on articles published between 2019 and 2024 that addressed AI
marketing in West Africa or Sub-Saharan Africa (generalizable to the West African context).
The review reveals a growing adoption of AI marketing tools, particularly for
lead scoring, customer segmentation, and personalized recommendations.
However, limited understanding of AI integration, technical expertise gaps,
infrastructure limitations, and data privacy concerns hinder wider adoption.
AI-powered customer relationship management (CRM) systems and chatbots
are emerging to enhance customer service and interactions. The findings
suggest that AI marketing can contribute to SDG 9 by optimizing logistics,
fostering innovation in marketing strategies, and personalizing customer
experiences.
LIMITATIONS
This research is limited by the scarcity of existing research on AI marketing in West Africa. Limited
access to information and databases in the region itself further restricts the available data. This
makes it challenging to fully understand the current state of AI marketing adoption and its impact.
CONCLUSION
This review found growing adoption of AI marketing for lead scoring, personalization, and
segmentation within West Africa's digital services. However, knowledge gaps, infrastructure
limitations, and a lack of skilled professionals present obstacles. Despite these challenges, AI offers
significant potential for West African businesses. By leveraging AI marketing, companies can gain
valuable data insights, improve customer engagement, and personalize experiences, leading to a
competitive edge. The report concludes by recommending further research on ethical
considerations, practical applications, and educational programs to bridge the knowledge gap.
Ultimately, by overcoming these limitations and embracing AI marketing, West Africa can
contribute to achieving SDG 9, promoting industry, innovation, and infrastructure development
within its digital services sector.
CONCLUSION
REFERNCES
References
Abrokwah-Larbi, K., & Awuku-Larbi, Y. (2023). The impact of artificial intelligence in marketing on the
performance of business organizations: evidence from SMEs in an emerging economy. Journal of
Entrepreneurship in Emerging Economies.
Amankwah-Amoah, J., & Lu, Y. (2022). Harnessing AI for business development: a review of drivers and challenges
in Africa. Production Planning & Control, 1–10. https://doi.org/10.1080/09537287.2022.2069049