Artificial Intelligence and Service Marketing: Transforming Local Kirana Shops in Vidarbha Region.

The integration of artificial intelligence (AI) into retail is globally transforming service marketing practices. However, in Vidarbha, India, kirana shops—the cornerstone of local retail—largely rely on basic digital tools like office automation software and social networking platforms, such as Facebook and Instagram, rather than advanced AI systems. This study evaluates the current state of digital adoption among kirana shops in Vidarbha using secondary data sources, including industry reports and academic literature. The findings reveal that while digital tools have enhanced customer engagement and operational efficiency, there are significant barriers to AI adoption, such as cost constraints, technical skills, and infrastructure limitations. This paper offers actionable strategies to enable AI integration and calls for targeted interventions to empower local shop owners. By addressing these challenges, AI can revolutionize service marketing for kirana shops, ensuring their sustainability in an increasingly competitive market.