Role of Artificial Intelligence in CRM Digitalization of FMCG Sector in India

Abstract

The Covid-19 outbreak has significantly affected the retailing industry. Brick-and-mortar merchants were forced online to remain in business, while online retailers provided them with AI, ML, and other smart technologies to attract, engage, and transact with customers. Due to lockdown and physical distance, individuals began shopping more on e-commerce platforms, therefore companies prioritised impulsive buying. To address these issues, AI is likely to play a critical role. This study investigates numerous AI-enabled technologies and its impact on CRM in Indian retail sector post pandemic. Five AI tools (Product Recommender, Virtual Agent, Email Management, and Speech Recognition) were studied to investigate consumer awareness and its impact on CRM in retail sector pertaining to India. The researchers employed a survey-based study approach to obtain primary data through a Google form. Consumers are aware of AI-enabled solutions, and the AI technologies under research affect CRM in the Indian retail market, especially post-pandemic. This research will add to online buying literature and help firms deploy relevant technology.