Title: Artificial Intelligence and Performance of Multinational Companies in Rivers State, Nigeria
Authors: Macaulay E.Wegwu & Lemebri O.Sharon
Volume: 9
Issue: 8
Pages: 43-56
Publication Date: 2025/08/28
Abstract:
This study reviewed the nexus between Artificial Intelligence and the performance of multinational companies in Rivers State, Nigeria. The problem of the research was based on the inability of multinational firms to adapt artificial intelligence in the Nigeria business environment characterised by deficit in infrastructure, regulatory complexities, and emergence of new digital ecosystem necessarily required to improve their performance. As a consequence, four research hypotheses was formulated and tested. Machine learning automation and robotic process automation were adopted as the dimensions of Artificial Intelligence, while customer satisfaction and profitability were utilised as the measures of performance. The study theoretically reviewed Technology Acceptance Model (TAM) and Resource-Based View (RBV) theory. The population of the study consisted of 60 staff of 10 multinational companies in Rivers State, Nigeria. Utilising simple random sampling technique, 60 staff of multinational companies in in Port Harcourt was selected as the sample for this study. The data analysis techniques utilised comprised of frequencies, percentages, weighted mean statistics and Pearson Product Moment Nexus (PPMC). The study found that machine learning automation and robotic process automation have positive and substantial nexus with customer satisfaction and profitability of multinational companies in Rivers State,Nigeria. From the findings, the study concluded that AI plays a substantial role in improving the performance of multinational companies in Rivers State, Nigeria. The study therefore, recommended that multinational companies should prioritize the development and deployment of AI tools tailored to Nigeria's unique market dynamics, infrastructure constraints, and consumer behavior.