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

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. Challenges such as user resistance, technical glitches, and concerns about data privacy remain areas that PR practitioners and banks must continuously address. This study examined the challenges in the utilisation of AI chatbot Leo as a digital PR strategy among UBA customers in south-east, Nigeria. The study adopted mixed-methods research approach that involved both quantitative and qualitative methods. The study sampled UBA customers in south-east Nigeria using survey and in-depth interviews. The study found among other things, some challenges to chatbot utilisation including, network and technical issues, the inability of the Leo chatbot to understand complex queries. Based on the findings, it was recommended, among other measures, that UBA strengthen its network infrastructure and system reliability to reduce frequent disruptions and technical glitches. In addition, UBA should enhance data privacy and security measures by implementing stronger encryption, secure authentication methods, and conducting regular security audits.

AI chatbot Leo, Challenges

1. Aftab, M., Qureshi, M., & Khan, A. (2024). Evaluating AI chatbot usability in fintech services. International Journal of AI and Society, 21(1), 51. [Google Scholar] [Crossref]

2. Alnaser, F. M., Rahi, S., Alghizzawi, M. & Ngah, A. H. (2023). Does artificial intelligence (AI) boost digital banking user satisfaction? Integration of expectation confirmation model and antecedents of artificial intelligence enabled digital banking, Heliyon, 9(8), e18930, https://doi.org/10.1016/j.heliyon.2023.e18930. https://www.sciencedirect.com/science/article/pii/S2405844023061388 [Google Scholar] [Crossref]

3. Bansal, C., Kumar, K., Goel, R. & Sharma, A. (2024). Analysis of barriers to AI banking chatbots adoption in India: An ISM and MICMAC approach. Issues in Information Systems, 25(4), 417-441. DOI: https://doi.org/10.48009/4_iis_2024_133 [Google Scholar] [Crossref]

4. Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation, and Practice. Pearson Education. [Google Scholar] [Crossref]

5. Chen, Y., Wang, H., & Zhou, F. (2023). Conversational AI in banking: Performance, trust, and ethics. Journal of Intelligent Systems, 34(1), 19. [Google Scholar] [Crossref]

6. Clarke, T. (2020). Optimizing online presence through digital PR. Journal of Online Marketing, 12(3), 45–58. [Google Scholar] [Crossref]

7. Eleanya, (2018). From Leo to Ada: How Nigerian banks get creative with chatbots. Business Day, May 10, 2018. [Google Scholar] [Crossref]

8. El-Shihy, D., Abdelraouf, M., Hegazy, M. et al (2024). The influence of AI chatbots in fintech services on customer loyalty within the banking industry. 3. 16-28. 10.33422/fba.v3i1.644. [Google Scholar] [Crossref]

9. Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioural intent. Journal of Interactive Advertising, 17(2), 138-149. [Google Scholar] [Crossref]

10. Goli, M., Sahu, A., Bag, S. & Dhamija, P. (2023). Users' acceptance of artificial intelligence-based chatbots: An empirical study. International Journal of Technology and Human Interaction. 19, 1-18. 10.4018/IJTHI.318481 [Google Scholar] [Crossref]

11. Fares, O.H., Butt, I. & Lee, S.H.M. (2023). Utilization of artificial intelligence in the banking sector: A systematic literature review. Journal of Financial Service Mark 28, 835–852. https://doi.org/10.1057/s41264-022-00176-7 [Google Scholar] [Crossref]

12. Gupta, S., Kapoor, R., & Verma, P. (2023). Chatbot evolution in digital banking: Trends and challenges. Journal of Digital Finance, 5(4), 89–103. [Google Scholar] [Crossref]

13. Katz, E., Blumler, J. & Gurevitch, M. (1974). Utilization of mass communication by the individual. In J. Blumler and E. Katz (Eds.). The uses of mass communication: Current perspectives on gratifications research (pp. 19–34). Beverly Hills, CA: Sage. [Google Scholar] [Crossref]

14. Kapoor, S., & Verma, R. (2022). The evolving role of PR in the financial sector. Global Banking Review, 10(2), 45-58. [Google Scholar] [Crossref]

15. Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity.Wiley. [Google Scholar] [Crossref]

16. Larzo, N. & Ebardo, P. (2023). Artificial intelligence adoption in the banking industry: Current state and future prospect. Journal of Innovation Management, 11(3) 54-74. https://journalsojs3.fe.up.pt [Google Scholar] [Crossref]

17. Leonard, M. (2023). Managing reputational crises with AI: Emerging trends. Global PR Strategies, 11(5), 29-36. [Google Scholar] [Crossref]

18. Makudza, F., Jaravaza, D.C., Makandwa, G. and Mukucha, P. (2024). Disruptive Artificial Intelligence: Augmenting consumer experience through chatbot banking. Singh, N.,Kansra, P. and Gupta, S.L. (Ed.) Digital Influence on Consumer Habits: Marketing Challenges and Opportunities, Emerald Publishing Limited, Leeds, pp. 1-18. https://doi.org/10.1108/978-1-80455-342-820241001 [Google Scholar] [Crossref]

19. Noreen, U., Shafique, A., Ahmed, Z., & Ashfaq, M. (2023). Banking 4.0: Artificial intelligence (AI) in banking industry & consumer’s perspective. Sustainability, 15(4), 3682. https://doi.org/10.3390/su15043682 [Google Scholar] [Crossref]

20. Oyeniyi, L. D., Ugochukwu, C. E & Mhlongo, N. Z. (2024). Implementing AI in banking customer service: A review of current trends and future applications. International Journal of Science and Research Archive, 11(02), 1492–1509, DOI: https://doi.org/10.30574/ijsra.2024.11.2.0639 [Google Scholar] [Crossref]

21. Paulmurugan, S. & Nagashree, M. (2024). Customer perception towards AI chatbots acceptance in Bangalore: An empirical investigation among banks. Migration Letters, 21(5), 198-204 (Online) www.migrationletters.com [Google Scholar] [Crossref]

22. Popoola, N. (2022). UBA upgrades chatbot features, Punch, 18th May 2022https://punchng.com/uba-upgrades-chatbot-features/ [Google Scholar] [Crossref]

23. Srivastava, P., Mishra, N., Srivastava, S., & Shivani, S. (2024). Banking with chatbots: The role of demographic and personality traits. FIIB Business Review, 0(0). https://doi.org/10.1177/23197145241227757 [Google Scholar] [Crossref]

24. Smith, K., & Taylor, J. (2023). AI-driven content creation: Enhancing PR campaigns. Digital Communication Quarterly, 10(1), 45–52. [Google Scholar] [Crossref]

25. Techpoint Digest (2019). UBA’s chatbot LEO now boasts of over 1 million users, February 6, 2019https://techpoint.africa/2019/02/06/ubas-chatbot-leo-now-boasts-of-over-1-million-users/ [Google Scholar] [Crossref]

• Communication Strategies among Promoters During MATTA Fair 2025
• An Examination of Colleen Ballinger’s Experience in Social Media: Cancel Culture Chronicle
• Communication Patterns in Conflict Interactions in Premarital Couples Who Are in Abusive Relationships
• Social Media Use on Mental Health Outcomes among Adolescents and Young Adults in Port Harcourt City
• (Un)Successful Error Repairs in L2 Communication