THE IMPACT OF USING AI IN AGRICULTURE PRODUCT MARKETING IN HENAN, CHINA

Abstract

The objective of this study is to analyze the impact of artificial intelligence (AI) on the marketing development of agricultural products in Henan Province, China. A quantitative research approach was adopted, with 450 owners or operators of agricultural entities (who use AI in marketing) as the research sample. A questionnaire was utilized as the data collection instrument, and the collected data were analyzed through demographic information analysis, descriptive analysis, and multiple regression analysis. The findings reveal that AI-Driven Marketing Innovation (Precision Marketing, Intelligent Product Customization, Smart Supply-Chain Integration, AI-Enabled Market Forecasting, Visual Merchandising via AI) has a significant positive impact on the marketing performance of agricultural products. AI-Based Service Enhancement (AI-Powered Customer Service, Real-time Quality Monitoring, Responsive Logistics with AI, AI-Facilitated Trust-building, Empathetic Marketing via AI) exerts a significant positive effect on marketing performance. Additionally, AI-Derived Value Creation (Quality Optimization, Cost-Saving through AI, Convenience in Procurement & Sales, Brand Value Uplift via AI, Market Expansion with AI Insights) also demonstrates a significant positive impact on the marketing performance of agricultural products in Henan Province.

Keywords: AI, Agriculture Product, Marketing