Determining the impact of artificial intelligence on ‘developing marketing strategies’ in organized retail sector of West Bengal, India

Abstract

In this age of digitization, technology is evolving rapidly. Organizations are trying their best to match up with this evolution so that they are ready to face the competition in the market. Artificial Intelligence is the name of one such technology which is getting attention across the world because of its many advantages. Organized retail stores are one of the first sectors to successfully implement this technology in order to meet the demands of the customers. This technology also plays a crucial role in gathering the data as well as analyzing it. The results are useful for the development of new marketing strategies which might be adopted by the company in the future. This study aims to identify the factors which have a direct impact on the development of marketing strategies by the use of Artificial Intelligence. The study is limited to West Bengal, India. The target population was the employees who work in the retail outlets. Reliability as well as validity study along with Multiple Regression Analysis was implemented in this study. Some crucial factors were identified which were helpful in the designing of the effective and efficient marketing strategies of the retail sector firms through the extensive use of Artificial Intelligence.