The Marketing Reinvented in the Era of AI: Strategy and Initiatives in Enriching MSMEs in India

Background: In recent years a pivotal role played by Micro, Small and Medium Enterprises (MSMEs) in India’s economic growth and development. However, many challenges are faced by MSMEs in the marketing of products and services due to limited resources and a lack of expertise. In this study, Artificial Intelligence (AI) is proven to be a transformative tool for streamlining the promotion of MSME brands by ensuring personalised consumer engagements, automated advertising, data-enabled decision-making, predictive demand analysis, etc. Aim: This study aims to explore the catalyst role of AI-driven strategies and government initiatives in enhancing MSME brand visibility, competitiveness and customer preference analysis. Findings: The major finding highlights the key pillars of marketing strategies used to enhance the performance of MSMEs in India and government initiatives in the adoption of MSMEs’ marketing, followed by the probable challenges faced by the delayed adoption of AI. Implications: It is suggested in the study that strategic investments in infrastructure, education and policy development are also needed to unlock its potential.