Utilisation of AI Chatbot, Leo as a Digital Public Relations Strategy among UBA Customers in South-East, Nigeria

Abstract

In the banking sector, AI-driven Public Relations (PR) strategies have gained prominence, with financial institutions leveraging chatbots, such as UBA’s Leo, to provide seamless customer interactions, promote services, and handle inquiries efficiently. The integration of AI in PR reflects the evolving landscape of corporate communication, where technology plays a crucial role in maintaining brand reputation, fostering customer trust, and enhancing overall engagement. In Nigeria, the United Bank for Africa (UBA) pioneered the use of AI chatbot in providing customer services, positioning itself as a leader in digital banking transformation. Examining the performance and utilisation of this new technology among UBA customers is essential. This study therefore, examined the utilisation of AI chatbot Leo as a digital PR strategy among UBA customers in south-east, Nigeria. The study was guided by two objectives. The study adopted mixed-methods approach that involved both quantitative and qualitative methods. The population of the study was 1,002,070 UBA customers across the 58 branches in south-east, Nigeria. A sample of 400 customers was drawn from the population for quantitative study while, 12 respondents participated in the in-depth interviews. The structured questionnaire and unstructured interview schedule were used for data collection. The study found among other things, low level of utilisation of AI chatbot among UBA customers in south-east Nigeria. Based on the findings, it was recommended among others, that UBA should conduct customer education programs, including online tutorials, live demonstrations, and interactive sessions at bank branches, to familiarise customers with the features and benefits of AI chatbots.