THE INTEGRATION OF AI TECHNOLOGIES IN MARKETING, FOCUSING ON KONGA COMMUNICATION

This study examines the integration of Artificial Intelligence (AI) technologies within the contemporary marketing ecosystem, specifically focusing on the communication strategies of Konga, one of Nigeria's e-commerce companies. As the digital economy across Sub-Saharan Africa scales, traditional marketing communications face major limitations in speed, scalability, and hyper-personalization. Driven by advanced machine learning algorithm architectures, natural language processing (NLP), and predictive analytics, AI technologies provide data-driven solutions to optimize consumer outreach, automate touchpoints, and improve customer experience (CX). Using a mixed-methods research design, this study evaluates how Konga integrates AI-driven tools—such as conversational chatbots, automated email engines, dynamic pricing, and behavioral recommendation carousels—into its marketing mix. Data will be collected via structured questionnaires distributed to a sample of regular Konga shoppers alongside qualitative, semi-structured interviews with e-commerce marketing executives. The findings will clarify how AI influences key marketing metrics, including consumer engagement, retention rates, and conversion metrics within a developing economic market context. Ultimately, the study highlights the strategic benefits, infrastructural challenges, and consumer perceptions associated with AI deployment, offering actionable frameworks for African e-commerce players looking to maximize their marketing ROI through automated systems. Keywords: Artificial Intelligence, Digital Marketing, E-commerce, Marketing Communication, Konga, Personalization.