LEVERAGING ARTIFICIAL INTELLIGENCE FOR COMPETITIVE ADVANTAGE IN DIGITAL ENTREPRENEURSHIP: EXPLORING OPPORTUNITIES AND STRATEGIC IMPLICATIONS AMONG ENTREPRENEURS IN NIGERIA'S SOUTHEAST GEOPOLITICAL ZONE

Abstract

This study investigates Leveraging Artificial Intelligence for Competitive Advantage in Digital Entrepreneurship: Exploring Opportunities and Strategic Implications among Entrepreneurs in Nigeria's Southeast Geopolitical Zone. Survey research design was adopted. Two research objectives, corresponding research questions, and two hypothesis were formulated and tested at the 0.05 level of significance. The study population comprised 250 digital entrepreneurs, from which respondents were selected using the accidental sampling technique. Data were collected using a structured questionnaire titled Leveraging Artificial Intelligence for Competitive Advantage in Digital Entrepreneurship (LAICADE), administered through Google Forms. The instrument was validated by two experts in the Department of Vocational and Entrepreneurial Education, University of Calabar. Internal consistency was established through a pilot test involving 50 respondents from Cross River and Akwa Ibom State which yielded a reliability coefficient of 0.79 using Cronbach’s Alpha. Data were analyzed using the mean and standard deviation to answer the research questions, while correlation and regression analyses were employed to test the hypothesis. The findings revealed that entrepreneurs in Southeast Nigeria integrate Artificial Intelligence technologies into their digital business operations to a high extent, particularly in marketing automation, customer relationship management, operational efficiency, and data- driven decision-making. With respect to the second objective, the results showed that AI-driven strategies significantly enhance the competitive advantage of digital enterprises by improving innovation, adaptability to market changes, customer satisfaction, and overall business growth. The study concludes that AI adoption is a critical driver of competitive advantage and business performance among digital entrepreneurs in Southeast Nigeria. It is recommended that digital entrepreneurs invest in continuous AI training to close identified skill gaps, while government agencies provide supportive policies and infrastructure to encourage broader AI adoption. Stakeholders should also promote collaborations and innovations that foster AI-driven entrepreneurship, thereby strengthening Nigeria’s position in the global digital economy.