Artificial Intelligence for Personalized Marketing Strategy: A Pathway to the Survival of Geographical Indication Handloom Products in Kerala

A. U. Nitha () and Preemy P. Thachil
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A. U. Nitha: Sree Sankara College, Research Scholar, Department of Economics
Preemy P. Thachil: Sree Sankara College, Associate Professor of Economics

A chapter in Proceedings of the 3rd International Conference on Artificial Intelligence in Economics, Finance and Management (ICAIEFM 2025), 2025, pp 242-271 from Springer

Abstract: Abstract The Indian Handloom possess a rich cultural heritage and tradition with the distinguished skills being handed over through centuries. Geographical indications (GIs) are certificates, given to quality products with reputation and characteristics are attributed to its place of origin and are important in revitalizing the countryside. Despite rich heritage and artisanal nature, handloom products frequently find themselves at a disadvantage when competing in a globalized marketplace filled with mass-produced designs. In order to get pass this barrier, brands can use AI-based marketing strategies that focus on the unique aspects of handloom products. This research tried to explore the awareness, implementation status and perceived adoption barriers among different agents in the marketing channel of GI Handloom Products by conducting interview with 168 samples. For the analysis of data, Wilcoxon Signed-Rank Test and Spearman’s rank correlation, Friedman test and Kruskal-Wallis H test were used with the help of SPSS. The study revealed that the awareness level towards the potential of digital marketing, AI and personalization different among different agents, while no significant difference on the perception of difficulties to using the modern marketing technologies and personalization. To identify the barriers to the adoption intention of digital marketing, Partial Least Squares Structural Equation Modelling (PLS-SEM) on SmartPLS 4.0. was conducted. The awareness Barriers have the strongest positive and significant effect on AI Adoption Intention. Technology-related challenges do influence adoption but their impact is more modest. Financial and Organizational Barriers do not have significant effects on AI Adoption Intention.

Keywords: Handloom industry; Geographical Indication; digital marketing; artificial intelligence; personalization; marketing strategies; perceived barriers (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-896-7_14

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