Artificial Intelligence Process Integration and Net Promoter Score in the Marketing Agencies in Kenya

Abstract

Purpose: The purpose of the study was to determine the impact of integration of AI into processes on the net promoter score within the marketing agencies in Kenya. Integrating AI into processes involves incorporating it into systems and workflows to enhance efficiency, timeliness and quality of products and services. When this is done customer experience is positive leading to high satisfaction. This then influences net promoter score since the satisfied customers will provide positive feedback and thus ensure high positive engagement with the entities deploying AI.

Methodology: The study deployed a meta-analysis using secondary data that was collected to allow for analysis of the relationship between the variables. A meta-analysis design was adopted where data was collected by synthesizing recent research articles from the Daystar MyLoft Collection. PRISMA 2020 flowchart guided the identification, screening and inclusion of studies. A Random Effect Model was used to carry out the meta-analysis where the mean was utilized in effect size synthesis allowing for adequate presentation of the deployment of artificial intelligence into processes within the marketing agencies in Kenya and note its impact on the net promoter score. Heterogeneity was assessed using Q-statistic and I² statistic. Publication bias was synthesized and indicated through funnel plots

Findings: The study revealed from the analysis that artificial intelligence process integration has a statistically positive relationship with net promoter score where the Q-statistic provided a test of the null hypothesis and indicated that all studies in the analysis shared a common effect size. Further, the I-squared statistic was 99%, which tells us that some 99% of the variance in observed effects reflects variance in true effects rather than sampling error. In the analysis of publication bias, there is an indication of asymmetry in the funnel plot due to the number of studies included. This means that studies with insignificant results were not included. The indication that the mean effect size was not precisely zero therefore indicated a systematic, quantifiable relationship between the independent and dependent variable. The null hypothesis that AI process integration had no significant impact on net promoter score within the marketing agencies in Kenya was therefore refuted due to the findings indicated as not due to chance thus confirming a meaningful association

Unique Contribution to Theory, Practice and Policy: The study was anchored on Technology Acceptance Model and Resource Based View Theory. Technology Acceptance Model explains the acceptance of technology through noting its usefulness and ease of use (Davis, 1986). These impact the attitude towards technology and thus enhance behavioural intention. With the ease of use and usefulness, AI is deployed where it enhances the efficiencies of the entities deploying it leading for their ability to satisfy their customers thus providing an enhanced net promoter score(Ajibade, 2018). The Resource Based View underpins the foundation that firms require strategic resources to develop competitive advantage(Barney, 1991). Where AI is concerned, it is noted as a strategic resource that enhances the ability of firms to provide value to their customers. This value is through the efficiencies recorded with AI deployment which therefore ensures customer satisfaction and hence enhanced net promoter score. Ultimately, there are positive interactions from customer experiences where marketing agencies have integrated AI which lead to these stakeholders promoting the businesses(Davis & DeWitt, 2021). Marketing agencies would therefore do well to deploy AI into their processes so as to increase efficiencies which provide them with ability to satisfy their customers(Bhima et al., 2023). Kenya has a digital economy blueprint making it one of the African countries to have a documented digital strategy at national level. Further the Kenya National AI Strategy of 2025-2030 has been launched with the need for implementation of its interventions. With favourable policy surrounding AI, the sectors within the country will be encouraged to deploy it. The policy makers should therefore work to ensure favourable policy surrounding AI(Akello, 2022).