A Study on Problems and Prospects of Agricultural Marketing in the Age of Artificial ‎Intelligence and Smart Farming

Authors

  • S. Saravanan

    Research Scholar, Department of Commerce, Periyar University, Salem.‎ and Asst. Prof. In Commerce Sri Ganesh College of Arts and Science,‎ Salem, Tamil Nadu

  • Dr. M. Suguna

    Assistant Professor,‎ Department of Commerce,‎ Periyar University, Salem

How to Cite

Saravanan , S. ., & Suguna, D. M. . (2025). A Study on Problems and Prospects of Agricultural Marketing in the Age of Artificial ‎Intelligence and Smart Farming. International Journal of Accounting and Economics Studies, 12(4), 554-561. https://doi.org/10.14419/jf9cjx58

Received date: July 1, 2025

Accepted date: August 2, 2025

Published date: August 21, 2025

DOI:

https://doi.org/10.14419/jf9cjx58

Keywords:

Agriculture; AI; Digital; Tamilnadu; India; Market; Farming

Abstract

The agricultural marketing ecosystem in India has undergone substantial shifts due to rapid ‎technological advancements, particularly with the integration of Artificial Intelligence (AI) ‎and smart farming practices. With agriculture constituting a large portion of the rural ‎economic sector of the state of Tamil Nadu, AI has begun to play a revolutionary role in ‎narrowing the lines between production and market access there. In this conceptual analysis, ‎the researcher aims to understand how the AI-enabled systems impact agricultural marketing ‎results through three most important mediating dimensions to be considered, such as market ‎intelligence, operational efficiency, and farmer empowerment. The research is rooted in an ‎assumption that long-term inefficiencies in the agricultural value chain, such as price asymmetries, ‎limited information at the right time, unreliable middle men and wastage of resources, can be ‎solved using AI.‎

The evidence voices the fact that although AI brings forth new solutions to marketing issues ‎that have existed since time immemorial in the agriculture sector, the level of influence rests ‎with socio-technical facilitators, policymaking, and fair access. The conclusion of the study is ‎made by requesting multi-stakeholder partnerships between government agencies, technology ‎developers, and farmer cooperatives to develop inclusive AI ecosystems. The study adds ‎value to the scientific investigation in digital agriculture since it provides a conceptual ‎formulation that is specific to Tamil Nadu, which can be proved later in an empirical study.

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How to Cite

Saravanan , S. ., & Suguna, D. M. . (2025). A Study on Problems and Prospects of Agricultural Marketing in the Age of Artificial ‎Intelligence and Smart Farming. International Journal of Accounting and Economics Studies, 12(4), 554-561. https://doi.org/10.14419/jf9cjx58

Received date: July 1, 2025

Accepted date: August 2, 2025

Published date: August 21, 2025