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Evaluating the Potential of Artificial Intelligence in Improving Business Intelligence in Lusaka: A Case Study of Airtel Zambia

Author

Listed:
  • Ngulube, Lucas Bubblegum

    (Kwame Nkrumah University)

  • Mundia, Mukwalikuli

    (Kwame Nkrumah University)

Abstract

Artificial Intelligence (AI) is increasingly being integrated into customer-service and Business Intelligence (BI) environments, but evidence on the readiness and customer-service implications of such integration in Zambia remains limited. This study evaluated the potential of AI to improve BI for customer service at Airtel Zambia in Lusaka. The study was guided by the Technology Acceptance Model, the Technology-Organisation-Environment framework and the DeLone and McLean Information Systems Success Model. A mixed-method case-study design was adopted. Quantitative data were obtained from 52 Airtel subscribers through a structured questionnaire, while contextual evidence was obtained from one Airtel Zambia IT Director. The achieved subscriber sample represented 52.5% of the intended 99 respondents. Descriptive statistics were used for subscriber responses, while the key-informant response was analysed thematically and compared with subscriber evidence. The findings showed that subscribers viewed the accuracy of customer-service information and the usability of Airtel's digital platforms positively, but perceptions were weaker regarding the use of previous interactions and personalised recommendations. Support for AI-enabled service was stronger: 78.4% of valid respondents preferred WhatsApp communication, 78.4% would use an AI chatbot if it provided instant responses and 81.6% wanted usage-based bundle recommendations. The IT Director confirmed the use of BI systems and data analytics in customer-service decisions, while reporting that infrastructure and AI-related expertise were only partially capable of supporting AI. Management support and funding were reported as available and overall organizational readiness was rated as ready. The study concludes that Airtel Zambia has a meaningful foundation for AI-enabled customer service, but implementation should be phased and accompanied by stronger infrastructure, AI skills, data governance, human escalation and customer-visible personalisation.

Suggested Citation

  • Ngulube, Lucas Bubblegum & Mundia, Mukwalikuli, 2026. "Evaluating the Potential of Artificial Intelligence in Improving Business Intelligence in Lusaka: A Case Study of Airtel Zambia," African Journal of Commercial Studies, African Journal of Commercial Studies, vol. 7(5).
    • Handle: RePEc:cwk:ajocsl:2026-078
    DOI: 10.59413/ajocs/v7.i5.11
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    References listed on IDEAS

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    1. Verhoef, Peter C. & Broekhuizen, Thijs & Bart, Yakov & Bhattacharya, Abhi & Qi Dong, John & Fabian, Nicolai & Haenlein, Michael, 2021. "Digital transformation: A multidisciplinary reflection and research agenda," Journal of Business Research, Elsevier, vol. 122(C), pages 889-901.
    2. Barbara Wixom & Hugh Watson, 2010. "The BI-Based Organization," International Journal of Business Intelligence Research (IJBIR), IGI Global Scientific Publishing, vol. 1(1), pages 13-28, January.
    3. Adele Atkinson & Flore-Anne Messy, 2012. "Measuring Financial Literacy: Results of the OECD / International Network on Financial Education (INFE) Pilot Study," OECD Working Papers on Finance, Insurance and Private Pensions 15, OECD Publishing.
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    JEL classification:

    • C88 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Other Computer Software
    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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