The Indian Fast Moving Consumer Goods (FMCG) sector is on the brink of a technological revolution, with Artificial Intelligence (AI) playing a pivotal role in transforming every facet of the industry. From the breakfast cereal on your kitchen shelf to the online advertisements you see, AI is reshaping how the FMCG sector functions, evolves, and stays competitive in a fast-changing market. Although AI adoption in India’s FMCG industry is still in its early stages, widespread integration is inevitable. By leveraging AI, the sector stands to gain increased efficiency, reduced operational costs, and enhanced product and service quality. The main aim of the study was to understand the positive and negative impact of AI in the online purchasing of FMCG product in Jharkhand. Statistical analysis was performed using SPSS software, applying one-way ANOVA and the Wilcoxon Mann-Whitney U test. The one-way ANOVA test revealed a significant relationship between consumers’ educational background and their views on Personalized Marketing, Consumer Engagement, and Product Innovation. Meanwhile, the Wilcoxon Mann-Whitney U test showed that gender influence consumer perceptions of AI’s benefits in the FMCG sector in Jharkhand and consumer stated that AI help by providing different purchasing option for FMCG product .
