THE IMPACT OF ARTIFICIAL INTELLIGENCE TOOLS ON ACADEMIC PERFORMANCE IN MARKETING EDUCATION: EVIDENCE FROM UNIVERSITIES IN SOUTH-EAST NIGERIA

Abstract

This study investigates the impact of artificial intelligence (AI) tools on students’ academic performance and learning experiences in marketing education within South-East Nigerian universities. Amid the global shift towards digital learning, AI technologies such as chatbots, intelligent tutoring systems, and recommendation engines are increasingly integrated into higher education. Using a structured online questionnaire administered to 386 undergraduate marketing students, the study explored socio-demographic profiles, frequency of AI tool usage, perceptions of effectiveness, and academic outcomes. Statistical analyses—including Pearson correlation, regression, and t-tests—revealed strong, positive relationships between AI tool usage and academic performance, with students reporting improved learning outcomes, engagement, and satisfaction. Notably, students who frequently used AI tools significantly outperformed those who rarely did. Furthermore, AI was perceived as more effective than traditional learning methods in enhancing comprehension and project completion. The findings underscore the transformative potential of AI in fostering personalised, efficient, and interactive learning environments. They also highlight the importance of digital infrastructure and pedagogical integration in maximising the benefits of AI in education. The study recommends increased institutional support for AI adoption and the development of AI-inclusive curricula to enhance learning in marketing and other business disciplines.