THE INTEGRATION OF ARTIFICIAL INTELLIGENCE IN RETAIL MARKETING AND LOGISTICS: TRANSFORMING THE MODERN RETAIL ECOSYSTEM

Abstract

The retail industry is undergoing a significant transformation driven by rapid technological advancements, changing consumer expectations, and increasing competition. Among emerging technologies, Artificial Intelligence (AI) has become a critical enabler in enhancing retail marketing strategies and optimizing logistics operations. This chapter explores the role of AI in reshaping retail marketing and logistics, highlighting its applications, benefits, challenges, and future prospects. The study emphasizes how AI-driven systems enable data-driven decision-making, personalized customer experiences, efficient supply chains, and improved operational performance in the retail sector.