Artificial Intelligence and Consumer Personalisation in the Nigerian Beverage Industry: Evidence from Nigerian Bottling Company Plc

This study examined the effect of Artificial Intelligence (AI) enabled marketing practices on consumer personalisation in the Nigerian beverage industry, with specific reference to the Nigeria Bottling Company Plc in South-South Nigeria. Anchored on the Stimulus–OrganismResponse (S–O–R) Theory, the Technology Acceptance Model, and Relationship Marketing Theory, the study conceptualised AI as an enabling marketing capability comprising machine learning, data analytics, predictive personalisation, automation, natural language processing, AI-driven content recommendation, and real-time responsiveness. A quantitative survey design was adopted, and data were collected from 400 consumers using a structured questionnaire. Multiple regression analysis at a 5% significance level revealed that all AI dimensions significantly influenced consumer personalisation. Machine learning (R² = 0.505, t = 19.66, p < 0.05), data analytics (R² = 0.542, t = 21.15, p < 0.05), predictive personalisation (R² = 0.565, t = 22.21, p < 0.05), automation (R² = 0.475, t = 18.52, p < 0.05), natural language processing (R² = 0.524, t = 20.47, p < 0.05), AI-driven content recommendation (R² = 0.549, t = 21.63, p < 0.05), and real-time responsiveness (R² = 0.590, t = 23.29, p < 0.05) all had significant positive effects. Real-time responsiveness emerged as the strongest predictor. The study concludes that AI-enabled adaptive and data-driven interactions significantly enhance perceived consumer personalisation in Nigeria’s beverage sector.