EFFECT OF ARTIFICIAL INTELLIGENCE ON PERFORMANCE OF BREWERY FIRMS IN SOUTH-SOUTH, NIGERIA.

The study investigated the effect of artificial intelligence on performance of brewery firms in South-South, Nigeria. The specific objectives were to examine the effect of artificial intelligence on competitive
advantage, ascertain the effect of big data analytics on product development of brewery firms in South- South. This study adopted the survey research design. The study adopted primary data to gather
information from the respondents. The population is nine hundred and eighty-nine (989). The sample size
was three hundred and seventy-four (374). This study adopted the simple stratified sampling technique. Pearson correlation coefficient and regression model were used to test the relationship dependent and
independent variables of the study. A total of three hundred and seventy-four (374) copies of the
questionnaire were distributed to the selected breweries firms in South-South Nigeria. Out of this number, sixty-three (63) copies of questionnaire were lost/wrongly filled with percentage ratio of 16.8% while
three hundred and eleven (311) copies of questionnaire were correctly filled and returned with
percentage ratio of 83.2% and this formed the basis of the study. the finding of the study that there is a
positive significant effect between artificial intelligence and competitive advantage of brewery firms in
south-south. Big data analytics has a positive significant effect on product development of brewery firms
in south-south. The study concluded that the findings concluded that artificial intelligence and big data
analytics positively influenced organizational performance. The study recommended that brewery firms
should continuously integrate artificial intelligence into customer relationship management systems to
improve customer engagement, personalize services, and increase customer satisfaction and loyalty.