161
In e na ional Jou nal o Ad ance and Applied Resea ch
www.ijaa .co.in
ISSN – 2347-7075
Impac Fac o – 8.141
Pee Re iewed
Bi-Mon hly
Vol. 6 No. 38
Sep embe - Oc obe - 2025
A i icial In elligence in Comme ce: India’s Pa h Towa ds Human-Cen e ed
Inno a ion
M s. Sapna Thaku 1 & M . Rohi Na ayanka 2
1&2Assis an P o esso
D . D. Y. Pa il A s, Comme ce and Science College, Aku di, Pune
Co esponding Au ho – M s. Sapna Thaku
DOI - 10.5281/zenodo.17313044
Abs ac :
This pape explo es he ole o A i icial In elligence (AI) in comme ce h ough p ima y da a
collec ed om 120 esponden s (60 s uden s, 40 consume s, and 20 manage s) in India. The s udy
highligh s awa eness, us , usage, conce ns, and p e e ences ega ding AI in business, ma ke ing, and
inance. Findings sugges high awa eness o AI, mode a e us in AI sys ems, and g owing adop ion o
AI ools in comme ce, hough conce ns abou p i acy, job loss, and bias emain signi ican . The s udy
concludes ha AI should complemen na u al in elligence o c ea e e hical and inclusi e comme ce in
India.
In oduc ion:
A i icial In elligence (AI) has apidly
ans o med global comme ce, in luencing
consume beha io , inancial ansac ions, and
business ope a ions. In India, AI-d i en e-
comme ce pla o ms, in ech applica ions, and
business analy ics ha e eshaped he way
comme ce unc ions. Howe e , he ex en o
public awa eness, us , and accep ance o AI
emains unce ain. This s udy in es iga es
hese aspec s using p ima y su ey da a om
s uden s, consume s, and manage s. I
con ibu es o unde s anding how di e en
s akeholde g oups pe cei e AI in comme ce
and whe e e hical and p ac ical challenges
may a ise.
Resea ch Me hodology:
This s udy is based on p ima y da a
collec ed h ough a s uc u ed ques ionnai e
dis ibu ed among 120 esponden s in India.
The su ey ins umen con ained bo h
closed-ended and Like scale ques ions o
cap u e awa eness le els, us pe cep ions,
adop ion pa e ns, and conce ns ega ding AI
in comme ce.
Sample Composi ion:
60 s uden s ( u u e wo k o ce)
40 consume s (e-comme ce and
in ech use s)
20 manage s (business p o essionals)
Su ey Dimensions:
Awa eness o AI in comme ce (scale
1–5)
T us in AI s human decision-making
Usage o AI ools (low, medium, high)
Conce ns abou AI (p i acy, job loss,
bias, none)
P e e ence o AI, human, o hyb id
decision-making
The da a was analyzed using
desc ip i e s a is ics. Resul s a e displayed in
ables and colo ul cha s o cla i y.
IJAAR Vol. 6 No. 38 ISSN – 2347-7075
M s. Sapna Thaku & M . Rohi Na ayanka
162
Da a Analysis and Findings:
Awa eness o AI:
Table 1 Awa eness Le el
G oup
A e age Awa eness (1–5)
S uden s
3.8
Consume s
4.0
Manage s
4.3
Figu e 1 shows awa eness le els among
s uden s, consume s, and manage s.
T us in AI s Human:
Table 2: T us in AI s Human
T us Type
Numbe o
Responden s
%
AI
42
35%
Human
30
25%
Hyb id
48
40%
Figu e 2 illus a es ha mos esponden s
p e e ed a hyb id app oach combining AI and
human judgmen .
Usage o AI Tools:
Table 3 Usage o AI Tools
Usage Le el
Numbe o
Responden s
%
Low
24
20%
Medium
60
50%
High
36
30%
Figu e 3 depic s adop ion le els o AI ools,
whe e medium usage domina es.
Conce ns abou AI:
Table 4 Conce ns abou AI
Conce n
Numbe o
Responden s
%
P i acy
42
35%
Job Loss
30
25%
Bias
30
25%
None
18
15%
Figu e 4 highligh s ha p i acy was he mos
signi ican conce n.
IJAAR Vol. 6 No. 38 ISSN – 2347-7075
M s. Sapna Thaku & M . Rohi Na ayanka
163
P e e ence o Decision-Making:
Table 5 P e e ence o Decision-Making
P e e ence
Numbe o
Responden s
%
AI
36
30%
Human
30
25%
Hyb id
54
45%
Figu e 5 shows ha hyb id decision-making
was mos a o ed by esponden s.
Discussion:
The indings e eal high awa eness o
AI, pa icula ly among manage s, which
e lec s hei close engagemen wi h business
echnologies. S uden s, while awa e, s ill lag
sligh ly behind, poin ing o he need o AI
educa ion in cu icula. The p e e ence o
hyb id decision-making demons a es ha
esponden s alue bo h he speed and
e iciency o AI and he e hical o e sigh and
empa hy o human in elligence
The mode a e- o-high adop ion o AI
ools indica es ha while AI is becoming
in eg al o comme ce in India, ba ie s such as
cos , skills, and in as uc u e limi ull
adop ion. P i acy and job secu i y emain
cen al conce ns, emphasizing he need o
e hical AI amewo ks and e aining
ini ia i es. These indings echo p io s udies
(Kuma & Jain, 2022; Meh a, 2021; Rao,
2022) ha unde line he balance be ween
inno a ion and esponsibili y in AI
applica ions.
Challenges and Fu u e Scope:
Challenges:
• E hical issues and algo i hmic bias.
• P i acy conce ns in digi al comme ce.
• Job displacemen in cus ome - acing oles.
• Unequal access due o he digi al di ide.
Fu u e Scope o India:
• AI li e acy and aining p og ams.
• E hical AI amewo ks o comme ce.
• Regional language AI ools.
• Hyb id decision-making sys ems.
Conclusion:
This p ima y da a-based s udy
demons a es ha while AI is inc easingly
accep ed in Indian comme ce, i s success
depends on balancing au oma ion wi h na u al
in elligence. E hical, cul u al, and human-
cen e ed app oaches a e c ucial o ensu ing
ha AI-d i en comme ce is no only e icien
bu also ai and inclusi e. The esul s sugges
a hyb id u u e, whe e AI augmen s human
judgmen a he han eplaces i .
Re e ences (APA S yle):
1. Kuma , V., & Jain, S. (2022). A i icial
in elligence in business decision-making.
Managemen Re iew, 14(2), 45–58.
2. Meh a, R. (2021). AI in ma ke ing:
Oppo uni ies and e hical challenges.
Jou nal o Consume S udies, 9(3), 112–
124.
3. Rao, A. (2022). AI in inance: Risk and
esponsibili y. Banking & Finance
Re iew, 18(1), 77–89.
4. Sen, A. (2023). E hics and a i icial
in elligence: A human-cen e ed app oach.
Philosophy Today, 29(4), 201–215.
