ARTIFICIAL INTELLIGENCE IN ORGANIC PRODUCTS: TRANSFORMING SUSTAINABLE CONSUMER PURCHASE BEHAVIOUR

Abstract

The integration of Artificial Intelligence (AI) into the organic products sector has significantly transformed marketing strategies, consumer engagement, and sustainable purchasing behaviour. Organic products are increasingly preferred by consumers due to health consciousness and environmental concerns. AI technologies such as machine learning, predictive analytics, recommendation systems, and chatbots enable businesses to understand consumer preferences and promote organic products more effectively. This study explores the role of AI in enhancing the visibility, accessibility, and purchase intention of organic products. The article also examines how AI contributes to sustainable consumption through personalized marketing and informed decision-making. The findings indicate that AI has become an essential tool in promoting organic products and encouraging environmentally responsible consumer behaviour.