Leveraging Artificial Intelligence Driven Technology in Indian Retail Sector

Abstract

This study examines the retail sector and its approach to customer interactions in the wake of a global epidemic. Numerous technological advancements have been made to online retail platforms, but traditional brick-and-mortar firms have been slow to adopt these innovations. Utilizing automation and artificial intelligence solutions to better analyze consumer purchasing patterns, boost brand-customer contact, and fortify client relationships has been a major emphasis for many businesses in the retail sector. Businesses have used artificial intelligence to automate CRM, allowing them to engage customers based on their inquiries and the information they want, effectively address customer inquiries, and boost customer loyalty. Artificial intelligence (AI) technologies are becoming more and more pervasive in our society as they lay the groundwork for innovative value propositions and standout client experiences.  The study aims to compare these businesses' adoption of AI tools for customer relationship management in pre and post-pandemic eras. Interviews with semi-structured questions are the primary means of gathering this data. The respondents for this research are the CRM managers from 100 major Indian retail organizations currently using AI. The results of this research demonstrate how artificial intelligence (AI) has altered the marketing strategies businesses employ to reach out to consumers better before and after the epidemic. More than just a marketing tool, it may spark new ways of doing business. Also, it provides answers to complex problems, which in turn contributes to the rapid expansion of businesses.