Abstract

The contemporary marketing environment is developing intensely in technological advancements, with the rising integrations of artificial intelligence (AI) constantly reshaping organizational marketing efforts and tactics to remain competitive. This study investigated the influence of AI on customer profiling and satisfaction variables of customer relationship marketing in the Nigerian banking sector based on a study of customers of selected commercial banking organisations in Lagos state. The study used a survey method involving data collection through primary data sources. A sample of 400 respondents selected using simple random sampling technique and convenience sampling technique. The data was collected using a questionnaire and analysed using means and standard deviations as well as Pearson correlation analysis. The outcomes from the study showcased a significant relationship between personalized chatbots, and customer service satisfaction based on R-square 91.8% and probability value of 0.03. In addition, automated messaging systems have a significant relationship with customer patronage based on R-square value of 95.5% and probability value of 0.012. Finally, there is a significant relationship between predictive financial offerings and customer retention based on R-square value of 97.0% and probability value of 0.02. The study established and concluded that AI systems have a profound influence on marketing effectiveness in terms of enhancing customer profiling, engagement, repeat patronage and satisfaction. The study recommended that executives and management of commercial banks in Nigeria should ensure that application of AI systems should fit the customer profile and unique target market characteristics.