The Indian wedding market has an estimated revenue of USD 50-75 Billion per annum and caters to about 10 million marriages every year. Though the industry has conventionally been based on personal recommendation and local supplier systems, online systems are quickly changing the process of the couple planning, as well as the manner in which suppliers act. The paper reviews descriptions of the use of artificial intelligence (AI) to reshape the factor dictating the success of the Indian digital wedding industry through the profiling of ten websites: WedMeGood, ShaadiSaga, WeddingWire India, The Knot Worldwide, Zola, Joy Wedding App, WeddingHappy, Appy Couple, Hitchd, and Loverly. Based on a method of secondary data, which involves the utilisation of industry reports, scholarly studies, and company correspondence, the research evaluates AI usages in vendor recommendation systems, personalisation algorithms, chatbots, image tagging, and budgeting software. The article is based on the Technology Acceptance Model and the Platform Economy theory. The results show that AI has optimised the search of vendors, personalisation of planning and engagement of users across the platforms. Nevertheless, the paper also finds some difficulties that are deeply unique to the Indian context, such as biasing algorithms, issues with data privacy and inequalities in access to digital technologies, and cultural diversity that cannot be easily generalized using algorithms.
Allappanavar et al. (Wed,) studied this question.