Enhancing Marketing of Library Services and Resources through AI Tools in Tanzania’s Academic Libraries

Abstract

Rationale of Study - This study used a qualitative research design to explore the digital marketing prospects and challenges of integrating AI tools in library marketing in academic libraries in Tanzania.

Methodology – Data was collected from fourteen purposively selected librarians from seven university libraries in the Dar es Salaam, Arusha, and Kilimanjaro regions. 

Findings – Findings revealed that most libraries have embarked on marketing their services and resources through social media pages, preferably Instagram and Facebook, while maintaining a webpage linked to the institutional website to provide links to electronic resources, schedules for library training, and other educational posts. Most librarians interviewed identified content generation to keep the library’s social media pages and websites updated with engaging posts and articles as the most daunting challenge. Through literature, it has emerged that librarians could leverage ChatGPT as a content-generation tool for posts, images, and captions. At the same time, chatbots and voice assistants could be utilised to provide services to users around the clock while raising awareness of library services through personalised recommendations and resource discovery. The challenges to integrating AI into library marketing that emerged during the study include the absence of well-articulated AI use policies among these institutions, financial constraints, education and training gaps, lack of institutional support, and librarians’ attitudes.

Implications – Therefore, the study recommends continuing professional education on emerging technologies, changing attitudes among librarians, and incorporating library marketing initiatives into library policies and strategic plans to garner financial and institutional support.

Originality – This study contributes to the underexplored domain of artificial intelligence (AI) adoption in marketing library services and resources, particularly within Tanzania’s academic libraries. The findings highlight unique contextual challenges and opportunities, advancing theoretical and practical insights into AI-driven marketing strategies in academic library settings.