The agricultural marketing ecosystem in India has undergone substantial shifts due to rapid technological advancements, particularly with the integration of Artificial Intelligence (AI) and smart farming practices. With agriculture constituting a large portion of the rural economic sector of the state of Tamil Nadu, AI has begun to play a revolutionary role in narrowing the lines between production and market access there. In this conceptual analysis, the researcher aims to understand how the AI-enabled systems impact agricultural marketing results through three most important mediating dimensions to be considered, such as market intelligence, operational efficiency, and farmer empowerment. The research is rooted in an assumption that long-term inefficiencies in the agricultural value chain, such as price asymmetries, limited information at the right time, unreliable middle men and wastage of resources, can be solved using AI. The evidence voices the fact that although AI brings forth new solutions to marketing issues that have existed since time immemorial in the agriculture sector, the level of influence rests with socio-technical facilitators, policymaking, and fair access. The conclusion of the study is made by requesting multi-stakeholder partnerships between government agencies, technology developers, and farmer cooperatives to develop inclusive AI ecosystems. The study adds value to the scientific investigation in digital agriculture since it provides a conceptual formulation that is specific to Tamil Nadu, which can be proved later in an empirical study.
Saravanan et al. (Thu,) studied this question.