OGAGAH OGHENETEGA SOPHIA

This study examines the influence of Artificial Intelligence (AI) marketing on students’ patronage of products, using the University of Benin (UNIBEN), Benin City, as a case study. The research focused on assessing how five key dimensions of AI marketing—Human-Centered Design (HCD), Perceived Safety (PS), Reliability (REL), Transparency (TR), and Security (SEC)—affect students’ purchasing decisions. Data were obtained through a structured questionnaire distributed among undergraduate students, and analyzed using descriptive statistics and regression techniques to determine the predictive effect of each variable on product patronage. The findings revealed that all five dimensions of AI marketing significantly and positively influence students’ patronage, with Human-Centered Design emerging as the most impactful factor. The study further established that students are more inclined to engage with AI- driven marketing platforms when they perceive them as user-friendly, transparent, secure, and trustworthy in their recommendations. In light of these findings, the study recommends that marketers, businesses, and e-commerce platforms adopt AI systems that emphasize user experience, security, and data transparency. Regular algorithm updates, clear communication on data usage, and strong protection measures are encouraged to enhance students’ confidence and sustained engagement. Overall, this research enriches existing knowledge on AI-driven marketing and provides practical insights for developing effective, reliable, and customer- centered AI marketing strategies within the Nigerian higher education context.