Digital Transformation and Artificial Intelligence in Agricultural Marketing in Maharashtra: Opportunities and Challenges

Agricultural marketing in Maharashtra is undergoing a gradual transformation with the growing use of digital technologies and Artificial Intelligence (AI). Digital platforms, mobile applications, e-NAM, online market services, and digital payment systems are creating new ways for farmers to access market information, buyers, and prices. AI-based applications can further support agricultural marketing through price forecasting, demand analysis, market trend identification, and supply chain management. These developments have the potential to improve transparency, reduce information gaps, and support better marketing decisions among farmers. However, the adoption of these technologies also involves several challenges, including limited digital literacy, inadequate internet connectivity in rural areas, high technology costs, lack of technical knowledge, and difficulties faced by small and marginal farmers. This study examines the major opportunities and challenges associated with digital transformation and AI in agricultural marketing in Maharashtra. The study suggests that suitable digital infrastructure, farmer training, reliable market information, and accessible local-language technologies are essential for ensuring inclusive and effective use of digital technologies in agricultural marketing.