ASSESSING THE UTILISATION OF ARTIFICIAL INTELLIGENCE (AI) ADVERTISEMENTS IN PROMOTING AI COURSES ON FACEBOOK IN IMO STATE, NIGERIA

This study examined the utilisation of artificial intelligence (AI) advertisements in promoting AI courses on Facebookamong Facebook users in Imo State, Nigeria. Anchored on the Technological Determinism Theory, the study adopteda survey research design, drawing a sample of 399 respondents from an estimated population of 152,780 Facebookusers in Imo State (derived from Nigeria's 5,500,000 Facebook users) using Taro Yamane's formula and anonprobability (purposive and convenience) sampling technique. Data were collected through a structured,electronically administered questionnaire distributed to 399 respondents; of these, 391 valid responses were receivedand analysed using simple percentages and frequency distributions. Findings revealed that 56.3% of respondents wereaware of AI advertising used in promoting AI courses to a very large extent, with a further 24.8% reporting a largeextent of awareness; 66.5% perceived AI-generated and AI-targeted course advertisements favourably to a very largeextent, with 26% reporting a large extent; and 44.8% of respondents indicated that AI advertising influenced theirenrolment decisions to a very large extent, with 51.2% reporting a large extent of influence. The researchers concludethat AI advertising functions as an effective, cumulative persuasive tool within Imo State's Facebook environment,with awareness, perception, and enrolment influence forming a consistent reinforcing pattern. It is recommended thatAI course providers broaden their advertising reach to less-aware segments, improve transparency around data use,and maintain course quality to sustain the trust and enrolment gains generated through AI-driven advertising.