Sai Kiran Reddy Malikireddy’s scientific contributions

Businesses use Generative Artificial Intelligence (AI) to support their marketing practices more often now. This paper proposes a new kind of Generative AI solution that would help with content generation, both copy and visuals, and the determination of customers’ segments. Based on the analysis of the past campaigns and the market, the data sets for the AI model create marketing content more appealing and effective for interaction and advertising revenues. A survey carried out in a retail grocery chain revealed an enhanced thirty percent in the relative effectiveness of the given promotion campaign and a significant decrease of overall marketing expenditures. The results presented have confirmed the ability of Generative AI to shift the Retail Marketing paradigm towards relying on data to make marketing decisions with little to no human influence. Empirically, this study expands the knowledge of AI applications in the retail context and provides applied recommendations for marketing managers wanting to implement sophisticated technological tools.

The globalization of the retail industry exposes its supply chain to risks that affect operation, increase cost, and reduce customer satisfaction. This research focuses on exploring how generative AI can be implemented to improve the supply chain supply chain agility in the retail context. In this case, Generative AI will be functional in creating different supply chain schedules and analyzing these scenarios to predict disruptions and create responses appropriately. The supplier, logistics, and demand forecasting systems provide real-time information to formulate risk management strategies effectively. A detailed case within the retail industry for example shows that supply chain effectiveness increases of up to forty percent during disruption. The evidence points to Generative AI’s central function in the creation of durable supply chains that can effectively and continuously provide service and maximize retailers’ competitiveness.