Beyond the Bite: Artificial Intelligence's Hidden Influence on India’s Food Delivery Platforms

This paper presents one of the first in-depth empirical investigations into Artificial Intelligence (AI) adoption within India’s online food aggregator sector, using Zomato and Swiggy as pivotal case studies. It reconceptualizes AI not merely as a technological enhancer, but as a behavioral orchestrator that personalizes consumption, optimizes delivery, and governs user engagement through algorithmic systems. Leveraging a triangulated research design-integrating platform analytics, user feedback, and corporate reports-the study unpacks how AI reshapes digital service delivery while simultaneously surfacing ethical frictions around bias, opacity, and data autonomy. The paper advances a hybrid intelligence model that foregrounds the need for human oversight and transparent AI governance, offering timely insights for platform strategists, policymakers, and scholars exploring the evolving interface of technology, retail, and consumer behavior.