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Stream/Area:
-
Subject:
-
Paper ID:
IJSREM66851
Volume:
10 |
8 |
Aug 2026
Pages:
1-11
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Management
St. Xavier's College, Ranchi
Management
St. Xavier's College, Ranchi
Artificial Intelligence (AI) has emerged as a transformative technology capable of reshaping traditional marketing systems by enabling data-driven decision-making, predictive analysis, personalized communication, and efficient resource allocation. Rural markets, which constitute a significant component of emerging economies, face persistent challenges related to information asymmetry, inefficient supply chains, limited market connectivity, and inadequate access to customer insights. The integration of Artificial Intelligence into rural marketing offers opportunities to overcome these limitations by improving market access, enhancing agricultural advisory services, and supporting rural entrepreneurship. This empirical study examines the role of Artificial Intelligence in enhancing rural marketing efficiency and improving market access among rural producers and entrepreneurs. The study investigates the influence of AI awareness, perceived usefulness, digital literacy, and technology adoption on marketing performance outcomes. A structured questionnaire was administered to 300 respondents including farmers, rural entrepreneurs, self-help group members, and rural consumers. Data were analysed using statistical tools including reliability analysis, descriptive statistics, correlation analysis, exploratory factor analysis, and multiple regression analysis. The findings reveal that AI adoption has a significant positive impact on rural marketing efficiency and market access. Digital literacy emerged as a critical determinant influencing AI adoption behaviour. The study highlights that AI-based platforms can reduce information gaps, improve price discovery, strengthen producer-consumer relationships, and create new entrepreneurial opportunities in rural markets. The study recommends developing rural AI literacy programmes, promoting local-language AI applications, strengthening digital infrastructure, and encouraging public-private partnerships for inclusive AI adoption. The research contributes to the growing literature on AI-driven rural transformation and provides practical insights for policymakers, marketers, and rural development organizations.
KEYWORDS
Artificial Intelligence represents a major opportunity for transforming rural marketing systems. The study confirms that AI adoption enhances marketing efficiency, improves market access, and strengthens rural entrepreneurship. This chapter presented the analysis and interpretation of primary data collected from 300 rural stakeholders. The results demonstrate that Artificial Intelligence has a significant positive impact on rural marketing efficiency and market access. Reliability analysis confirmed the consistency of measurement scales, while factor analysis identified major influencing dimensions. Correlation and regression analysis established significant relationships between AI adoption, digital literacy, marketing efficiency, and market accessibility. The findings provide empirical support for the role of AI as an important tool for transforming rural marketing systems. However, successful AI implementation requires addressing challenges related to digital literacy, awareness, affordability, and infrastructure. AI-driven rural marketing can become an important pathway for inclusive economic development.
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Publication Date
8/19/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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The authors declare no conflict of interest related to this research work.
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