PERCEIVED INFLUENCE OF ARTIFICIAL INTELLIGENCE INTEGRATION ON SMART MEDIA STATION AMONG USERS OF SPOTIFY IN NIGERIA

Abstract

The study examined the perceived influence of artificial intelligence integration on smart media stations among users of Spotify in Nigeria As Artificial Intelligence (AI) continues to revolutionize various industries, its integration into smart media stations has become a focal point of research and development. The objectives of the study were to (i) determine the level of awareness of artificial intelligence integration into smart media station among users of Spotify in Nigeria (ii) determine the perception of users of Spotify in Nigeria on the integration of artificial intelligence into smart media station and (iii) determine the influence of artificial intelligence integration into smart media stations among users of Spotify in Nigeria. This study made use of Cross-sectional research design and survey research was adopted as the research method. One million, three hundred thousand Spotify users across Nigeria constituted the population of the study. A total of three hundred and eighty-five served as the sample size which was drawn from the total population of Spotify users in Nigeria by subjecting the population to the Krejcie and Morgan table. Online questionnaires were used to collect data which was analyzed with statistical method indicating frequency, percentages, mean and standard deviation. The study found out that users have realized that artificial intelligence algorithms are actively involved in making personalized playlists, curating music recommendations, and improving the overall user interface; that widespread use of smart gadgets and virtual assistants that are driven by AI has played a key impact in molding user awareness and knowledge of AI integration in media outlets like Spotify. Lastly the study found out that there is a very high level of comprehension and awareness among Spotify users in Nigeria regarding the incorporation of artificial intelligence into smart media stations. The study therefore recommended that; it is imperative for Spotify to maintain a strong emphasis on effective communication pertaining to AI-powered functionalities; the platform allocate resources towards enhancing and broadening its AI algorithms; and Proactively solicit feedback from users regarding AI-driven functionalities and leverage this feedback to enhance and optimize the integration of AI, among other recommendations.