Artificial Intelligence Enabling Marketing in Africa: A Study of Precision Marketing Strategies and Economic Impact in Low-Income Markets

Abstract

The digital economy is developing rapidly, and digital technology is gradually affecting people's production and lifestyle. In the context of traditional market research, the time lag and various reasons make it difficult for companies to meet consumer needs promptly, and the development of AI technology provides an efficient path to this dilemma.AI has a powerful data analysis capability, which can immediately reflect changes in market demand and provide advice to enterprises to launch more targeted products and marketing activities. This study analyses the African e-commerce platform Kilimall through a case study method to summarize the path of AI for precision marketing in the African market.  However, AI relies on a large amount of consumer data, if the data is maliciously stolen will lead to the leakage of consumers' personal information, which will also make the enterprise face a crisis of trust, and the algorithms of AI may have loopholes that will lead to abnormal marketing activities, which will also affect the normal operation of the enterprise and the brand image.