South Asian Journal of Social Studies and Economics

Artificial Intelligence (AI) is rapidly transforming the marketing landscape, and its application in the organic food sector is increasingly shaping how brands build relationships with consumers. As consumer demand for organic food products continues to rise, the impact of AI in enhancing marketing efforts has become increasingly significant. This paper highlights the significant applications of AI in marketing organic food products, like building relationships with consumers, attracting consumers through diverse product offerings, understanding consumer preferences, identifying market trends, and optimizing pricing and promotional strategies. The researcher collected data from 100 respondents for the study, and Structural Equation Modeling (SEM) and the Friedman Rank Test were used for data analysis. The study was conducted in Madurai City in the year 2025. The findings reveal the significance of Artificial Intelligence (AI) in optimizing supply chain management and ensuring sustainability, which are critical factors in the marketing of organic food products. The Friedman Rank Test reveals that financial constraints, lack of awareness, and resistance to technological change are the major challenges in implementing AI in the marketing of organic food products. As AI technologies continue to evolve, their impact on the organic food sector is expected to deepen, creating opportunities for innovation, efficiency, and better alignment with consumer values.