The Transformative Power of AI in Marketing FMCG

Author(s)	Dr. S. MAHESWARI
Country	India
Abstract	This study examines the application of artificial intelligence (AI) in marketing fast-moving consumer goods (FMCG). Through a comprehensive literature review, key findings and insights from relevant studies are synthesized. The findings reveal that AI-driven strategies, such as word-of-mouth communication and personalized recommendations, significantly impact consumer behavior and decision-making. AI enables advanced retail analytics, customer segmentation, and multichannel customer management, leading to enhanced FMCG marketing strategies. Additionally, the study highlights the importance of ethical considerations, data privacy, and the integration of AI with traditional marketing channels. The research underscores the potential of AI in transforming the FMCG marketing landscape, while emphasizing the need for ongoing research on consumer acceptance, performance evaluation, and long-term sustainability.
Keywords	Artificial intelligence, AI, marketing, fast-moving consumer goods, FMCG, word-of-mouth communication, personalized recommendations, retail analytics, customer segmentation, multichannel marketing, ethics.
Field	Business Administration
Published In	Volume 5, Issue 3, May-June 2023
Published On	2023-06-17
DOI	https://doi.org/10.36948/ijfmr.2023.v05i03.3760
Short DOI	https://doi.org/gsct4v

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International Journal For Multidisciplinary Research