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Artificial Intelligence in FMCG Retail Sector

Author

Listed:
  • Irina Yovcheva

    (College of Management, Trade and Marketing, Sofia, Bulgaria)

Abstract

The paper presents theoretical research on the diffusion of artificial intelligence (AI) in FMCG. As a result, the four main areas of AI innovation were discovered: customer experience, logistics, manufacturing, and business model. The relationship of AI with the proven technology for customer relationship management – CRM – is also revealed. Current benefits and opportunities for future optimizing business processes through digital transformation are indicated. Emphasis is placed on machine learning. Examples of using artificial intelligence among leading companies in the FMCG sector are given, as well as an example of service transformation in a supermarket in Germany during Covid-19, etc.

Suggested Citation

  • Irina Yovcheva, 2023. "Artificial Intelligence in FMCG Retail Sector," Nauchni trudove, University of National and World Economy, Sofia, Bulgaria, issue 1, pages 101-114, March.
    • Handle: RePEc:nwe:natrud:y:2023:i:1:p:101-114
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    File URL: https://unwe-research-papers.org/bg/journalissues/article/10612
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    More about this item

    Keywords

    artificial intelligence; digital transformation; FMCG retail sector;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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