PH: +91-9888934889 E-Mail: editornrjitis@gmail.com ISSN: 2350-1278

National Research Journal of Information Technology & Information Science

An International Reputed Peer Reviewed Refereed Research Journal I Open Access Journal I Impact Factor: 7.9
Submit Papers Online
  • Home
  • Current Issue
  • Archives
  • Editorial Board
  • Submit Paper
  • Indexing
  • Research Areas
  • Author Instructions
  • For Authors
    • Manuscript Guidelines
    • Copyright Agreement Form
    • View Paper Template
  • Subscribe Journal
  • Contact
Business Economics
Sales And Marketing
Human Resource Management
Banking And Finance
Information Technology And Information Science
Education And Psychology
Biotechnology And Biosciences
Literary Aesthetics
Social Science
Business Economics Sales And Marketing Human Resource Management Banking And Finance Social Science
Information Technology And Information Science Education And Psychology Biotechnology And Biosciences Literary Aesthetics
Research Paper Issues | NRJITIS - National Research Journal of Information Technology & Information Science

Archives

  • Home /
  • Archives

Archives Volume No: 12, Issue No: 2, Year: 2025, (Specials issue-1)

TABLE OF CONTENTS

Paper Title:
A STUDY OF THE IMPACT OF ARTIFICIAL INTELLIGENCE ON THE PERCEPTION OF QUALITY AND PURCHASE INTENTION OF ELECTRIC VEHICLES WITH REFERENCE TO MADHYA PRADESH, INDIA
Author Name:
Ram Bhavesh Sharan & Himangi Rajwal
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17838759
Page No.:
1-16
View PDF Certificate
A STUDY OF THE IMPACT OF ARTIFICIAL INTELLIGENCE ON THE PERCEPTION OF QUALITY AND PURCHASE INTENTION OF ELECTRIC VEHICLES WITH REFERENCE TO MADHYA PRADESH, INDIA
Author: Ram Bhavesh Sharan & Himangi Rajwal

ABSTRACT
An Electric Vehicle is defined as a vehicle that is driven by electricity, contrary to
conventional Internal Combustion Engine vehicles, which are driven by petrol or diesel. The
recent decades have been marked by the growth of Artificial Intelligence in many aspects of
businesses. As technology advancements take place, so does the application of technology in
the design and production of goods. Electric Vehicles require electricity, which is drawn from
batteries. Artificial Intelligence can encompass various aspects of the industry of Electric
Vehicles. The paper attempts to throw light on how customers perceive the application of
Artificial Intelligence in the automotive sector, especially with respect to Electric Vehicles. It
highlights various quality dimensions and how the perception of customers regarding these
quality dimensions of Electric Vehicles is affected by the application of Artificial
Intelligence. Also, the impact of Artificial Intelligence on the purchase behavior of customers
is studied.
The quality parameters that are included in this paper are derived from the eight dimensions
of quality proposed by Garvin. These eight dimensions of quality are Performance, Features,
Durability, Reliability, Serviceability, Aesthetics, Conformance, and Perceived Quality. The
objectives of the study were to study the impact of Artificial Intelligence on the total quality
perception of customers, the impact of Artificial Intelligence on purchase intention, the
difference in perception of rural and urban customers regarding the awareness of the
application of Artificial Intelligence quality and compare the perception of rural and urban
customers regarding the quality of Electric Vehicles.
Key Words: Artificial Intelligence (AI), Electric Vehicles (EVs), Dimensions of quality,
Purchase intention.

Paper Title:
AI-DRIVEN SUSTAINABLE HRM: INNOVATIONS FOR THE FUTURE WORKFORCE
Author Name:
Prachi Nikam, Surbhi Jodha & Archana Pandey
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17838822
Page No.:
17-21
View PDF Certificate
AI-DRIVEN SUSTAINABLE HRM: INNOVATIONS FOR THE FUTURE WORKFORCE
Author: Prachi Nikam, Surbhi Jodha & Archana Pandey

ABSTRACT:
The use of Artificial Intelligence, into Human Resource Management (HRM) is transforming
traditional procedures by increasing efficiency, promoting equity, and fostering sustainability.
This article investigates the transformative role of Artificial Intelligence, in sustainable
human resource management by examining existing breakthroughs and their sound effects on
employee engagement, recruiting, learning and development, and administrative efficiency.
With an emphasis on long-term workforce development and environmental responsibility, the
study investigates how AI technologies are designing a more resilient and inclusive future
workforce.
Keywords: Artificial Intelligence, Sustainable HRM, Workforce Development, AI Tools,
Employee Engagement, Recruitment, Learning and Development

Paper Title:
AI IN RETAIL INDUSTRY: A CASE STUDY ON BIG BAZAAR
Author Name:
Soniya Shah & Subodh Puntambekar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17838863
Page No.:
22-27
View PDF Certificate
AI IN RETAIL INDUSTRY: A CASE STUDY ON BIG BAZAAR
Author: Soniya Shah & Subodh Puntambekar

ABSTRACT
In the rapidly evolving landscape of the retail industry, Artificial Intelligence (AI) is
emerging as a powerful catalyst for innovation and growth. This research explores the
integration of AI technologies in the retail sector, with a focused case study on Big Bazaar,
one of India's prominent retail chains. The study investigates how AI-driven solutions are
transforming traditional retail operations, from inventory management and demand
forecasting to personalized customer experiences and dynamic pricing strategies.
By examining Big Bazaar’s journey towards digital modernization, the research highlights
key AI applications such as predictive analytics, chatbots, recommendation engines, and
customer behaviour tracking. The paper also identifies the strategic advantages of adopting
AI, including enhanced decision-making, increased operational efficiency, and improved
consumer engagement. At the same time, it acknowledges the challenges associated with AI
adoption, such as high implementation costs, data privacy concerns, and the need for skilled
personnel.
Keywords : Artificial Intelligence (AI), Retail Industry, Big Bazaar, Predictive Analytics

Paper Title:
BALANCING INNOVATION AND RESPONSIBILITY: THE ROLE OF ETHICAL AI IN SUSTAINABLE MANAGEMENT
Author Name:
Jyoti, Bikasdev Chhura & Anisha chaurasia
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17838920
Page No.:
28-34
View PDF Certificate
BALANCING INNOVATION AND RESPONSIBILITY: THE ROLE OF ETHICAL AI IN SUSTAINABLE MANAGEMENT
Author: Jyoti, Bikasdev Chhura & Anisha chaurasia

ABSTRACT
An area that Artificial Intelligence (AI) impacts significantly is in the area of productivity.
Most industries are adopting AI as it assists in productivity, decision-making, and operations.
AI brings along its own set of concerns, such as the ethical implications of transparency,
responsibility, and sustainability. In this paper, I intend to cover how shutting down these
ethical questions can provoke innovation and allow advancement in technology that is in
concord with legal, social, and human rights by framing them within the context of
sustainable management. Ethical AI advocates for social and environmental responsibility by
ensuring innovation does not foster social inequity. From the perspective of sustainable
management, ethical AI can encourage compliance with regulations while maximizing
resource efficiency, carbon emission reduction, and long-term societal benefits. This research
draws upon real-life examples from the energy, healthcare, finance, and supply chain
industries to show how businesses are adopting ethical AI to achieve the SDGs. Neglecting
the ethical concerns of AI technology development and use does not represent responsible
corporate behavior. Embracing ethical AI strengthens trust in public institutions, improves a
company's governance framework, and reinforces its social contract regarding environmental
responsibilities. In conclusion, businesses that embed ethical AI within their operational
frameworks are better positioned to innovate responsibly while advancing societal wellbeing.
Keywords: Ethical AI, Sustainable Management, Artificial Intelligence, Innovation,
Accountability, Transparency, Responsibility, Trust, Governance, SDGs, Business Ethics.

Paper Title:
THE ROLE OF AI CHATBOTS IN ENHANCING ONLINE SHOPPING EXPERIENCE
Author Name:
Anushka Sharma & Meenal Bhandari
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17838970
Page No.:
35-47
View PDF Certificate
THE ROLE OF AI CHATBOTS IN ENHANCING ONLINE SHOPPING EXPERIENCE
Author: Anushka Sharma & Meenal Bhandari

ABSTRACT
The incorporation of AI chatbots into e-commerce platforms has drastically influenced the
online buying scene because it improved client interaction, individualized experiences, and
effective service delivery. For e-commerce companies who are looking to provide smooth,
intelligent, and user-focused shopping experiences, the strategic integration of AI chatbots is
crucial. This study analyses the various ways of AI chatbots that might enhance the online
shopping experience, with a specific focus on their potential, for real-time customer service,
product recommendations, and expedited purchases. Artificial intelligence (AI) chatbots can
mimic human-like interactions, respond immediately to the queries of customers, and assist
them with their experience of purchase by utilizing natural language processing, machine
learning, and data analytics. The significant influence of AI chatbots on customer
engagement, satisfaction, and decision-making across the digital buying journey is analysed
in this study. The impact of chatbot-driven customisation on customer happiness and
retention is also examined in this paper. All e-commerce companies looking forward to
improve customer experiences, minimise expenses, and obtain a competitive advantage in the
e-market, that shows AI chatbots are important tools. By examiningcurrent implementations,
technological capabilities, and customer feedback, this study states that AI chatbots enhance
the online shopping experiences by offering real-time assistance, tailored suggestions,
expedited checkout procedures, and round-the-clock accessibility. As per the findings,
properly deployed chatbots improve customer support operations as well as improves the user
experience, establishing new standards for digital retail tactics. The study highlights the
growing importance of AI chatbots as tactical instruments in manipulating the direction of
online sales. In addition to discussing obstacles and constraints, the paper looks at upcoming
advancements in chatbot technology for e-commerce applications.
Keywords: AI chatbots, e-commerce, online shopping, customer experience, personalization,
artificial intelligence.

Paper Title:
ROLE OF ARTIFICIAL INTELLIGENCE IN SUSTAINABLE MANAGERIAL DEVELOPMENT
Author Name:
Deepa Joshi & CA Jeena Agrawal
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17839010
Page No.:
48-56
View PDF Certificate
ROLE OF ARTIFICIAL INTELLIGENCE IN SUSTAINABLE MANAGERIAL DEVELOPMENT
Author: Deepa Joshi & CA Jeena Agrawal

ABSTRACT
The sustainability is now the cornerstone of modern business strategy, Artificial Intelligence
(AI) is emerging as a key enabler for sustainable managerial development. This research
explores how AI supports environmental, social, and governance (ESG) objectives while
fostering efficient and ethical decision-making practices. Artificial Intelligence (AI) has
emerged as an innovative technology with significant potential to transform industries and
societies worldwide. In the context of Sustainable Development (SD), AI presents a unique
opportunity to address the managerial challenges related to sustainability. This study explores
the relationship between AI and SD in the management context, highlighting the potential of
AI to contribute to SD through various applications. AI can make a significant contribution to
achieving sustainability in business management. These areas include sustainable agriculture,
computer sciences, economy and business management, and decision-making processes. The
paper presents the implications of AI for decision-making and management practices,
particularly in terms of the development of AI strategies and the adoption of AI-based
solutions in environmental performance. Moreover, the research contributes to the ongoing
discourse on the role of AI and SD in management. The study concludes by calling for
further research and collaboration among various stakeholders to maximize the potential of
AI in SD.Through a synthesis of contemporary literature and real-world case examples, the
paper identifies the applications, benefits, and challenges of integrating AI into sustainable
management. The findings suggest that AI not only enhances operational efficiency but also
enables long-term sustainable growth when aligned with strategic objectives and ethical
frameworks. AI is revolutionizing sustainable managerial development by enhancing
decision-making, optimizing resource use, and improving efficiency in various areas. It can
assist in climate prediction, renewable energy management, waste reduction, and supply
chain optimization, ultimately aligning profitability with environmental responsibility.
Keywords: Artificial Intelligence, Sustainability, Managerial Development, ESG, Ethical AI,
Sustainable Strategy.

Paper Title:
IMPACT OF RAPID RISE IN ONLINE SUBSCRIPTION: A STUDY OF UNDERSTANDING THE CONSUMER BEHAVIOR MODELS
Author Name:
Purnima Vedi, Nitika Asawa & Praneeta Jain
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17839056
Page No.:
57-72
View PDF Certificate
IMPACT OF RAPID RISE IN ONLINE SUBSCRIPTION: A STUDY OF UNDERSTANDING THE CONSUMER BEHAVIOR MODELS
Author: Purnima Vedi, Nitika Asawa & Praneeta Jain

ABSTRACT:
This paper is focusing on today’s highly competitive and technological advanced market
place where the consumer buying behavior of an individual curate towards the different
subscription services, attract customer, retain customers and build customer satisfaction. This
study investigates determinants of customer satisfaction, consumer psychology, and
perception of buying behavior.
This type of one strategy that has become very popular in recent years is the subscriptionbased business. The subscription economy has reshaped the market place in the competitive
world to define the identity of individual brands and consumer purchasing behavior providing
companies to revenue based model to stream line the entertainment with affordability.
Despite it wide spread adoption on various platforms. A descriptive and primary research
design guiding the questions was consumers are purchasing the online subscription model
according to 3C’s customization, convinces, and cost effective.
To gather the online data online questionnaire has been conducted to analyze different
opinions and customer satisfaction. It also emphasizes how quickly evolving technology and
changing customer behavior enable the creation and growth of subscription models and assist
service providers make long-term profits by maintaining their offerings, operating efficiently,
and successfully marketing their services.
Keywords: Online Subscription, Consumer Behavior etc.

Paper Title:
AI IN HIRING, ONBOARDING AND PERFORMANCE TRACKING
Author Name:
Kavita Richhariya
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17839097
Page No.:
73-79
View PDF Certificate
AI IN HIRING, ONBOARDING AND PERFORMANCE TRACKING
Author: Kavita Richhariya

ABSTRACT
“The way in which talent is recruited, on boarded, and managed by organizations is being
rapidly redefined by the integration of Artificial Intelligence (AI) into human resource (HR)
processes. As the desire for effectiveness, customization, and data-driven decision-making
grows, unprecedented opportunity to disrupt traditional human resource processes is offered
by AI. The paper looks at the role of AI in three crucial HR domains: hiring, onboarding, and
performance tracking, highlighting both the revolutionary potential and the limitations
involved with its implementation.
AI technologies like as machine learning (ML) and predictive analytics are being utilized for
automated and enhanced hiring operations. Artificial intelligence-powered application
tracking systems (ATS) can scan thousands of resumescan scan in seconds with the help of
Artificial intelligence-powered application tracking systems (ATS) to find top candidates
based on predetermined criteria, and decrease human bias using standardized rating
metrics.Additionally, candidate involvement is being increased and communication is being
sped up by chatbots and digital interview technologies.However, questions are raised about
algorithmic bias, transparency, and the possibility of previous discrepancies being repeated if
biased datasets are used to train AI models.Onboarding, a usually resource-intensive step, is
also being benefited from by AI-powered advances. Interactive tutorials and individualized
learning paths are now being used by virtual onboarding assistants to help new workers
manage administrative processes, complete required documentation, and adjust to their new
jobs.
One of the most challenging but potentially rewarding applications of AI is performance
tracking. The effect of subjectivity, occasional feedback, and a lack of data are common
problems with traditional performance review systems. In order to present a comprehensive
and unbiased picture of employee contributions, artificial intelligence (AI) has the capability
to gather and evaluate ongoing performance data from a variety of sources. This enables
more accurate appraisals, reveals inactive potential, and promotes smart talent management
in any organization”.
Keywords: Hiring, Onboarding and Performance Tracking, Artificial Intelligence,
Recruitment, Application tracking systems, Chatbots, Machine Learning, Performance review
system

Paper Title:
INTEGRATING ARTIFICIAL INTELLIGENCE AND YOGIC PRINCIPLES: ENHANCING MANAGERIAL COMPETENCE FOR SUSTAINABLE GROWTH
Author Name:
Rajesh Suryavanshi
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17839137
Page No.:
80-84
View PDF Certificate
INTEGRATING ARTIFICIAL INTELLIGENCE AND YOGIC PRINCIPLES: ENHANCING MANAGERIAL COMPETENCE FOR SUSTAINABLE GROWTH
Author: Rajesh Suryavanshi

ABSTRACT:
As Artificial Intelligence (AI) becomes a central force in reshaping managerial functions,
there is a growing need to ensure that technological progress is aligned with ethical and
sustainable leadership. This paper explores a unique perspective—anchoring AI in the
foundational ethical framework of Yoga, specifically the Yamas (restraints) and Niyamas
(observances) from Patanjali’s Yoga Sutras. By incorporating values such as Satya
(truthfulness), Ahinsa (non-violence), Santosha (contentment), Tapas (self-discipline), and
Svadhyaya (self-study), organizations can create a conscious and balanced approach to AIdriven management. These yogic principles offer not only ethical guardrails but also a
holistic mindset that emphasizes inner awareness, compassion, and responsibility. This
integration of ancient wisdom with modern technology offers a transformative framework for
managerial excellence, where AI is harnessed not solely for efficiency, but to foster
ethical, inclusive, and sustainable progress.
Keywords: Artificial Intelligence, Yamas, Niyamas, Ethical Leadership, Sustainable
Management, Yoga Philosophy.

Paper Title:
FINANCIAL IMPLICATIONS OF AI INTEGRATION: A PANEL DATA ANALYSIS OF SELECT BANKS IN INDIA
Author Name:
Khushboo Kumari Kamat
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17839182
Page No.:
85-91
View PDF Certificate
FINANCIAL IMPLICATIONS OF AI INTEGRATION: A PANEL DATA ANALYSIS OF SELECT BANKS IN INDIA
Author: Khushboo Kumari Kamat

ABSTRACT
The integration of Artificial Intelligence (AI) in the banking sector is rapidly transforming
traditional financial operations and decision-making processes. Banks in India, in particular,
are increasingly adopting AI technologies to enhance efficiency. The present research paper
examines the influence of Artificial Intelligence (AI) on the financial outcomes of select
Banks in India considering few financial metrics of the select banks in India. It highlights the
necessity of improved clarity in AI disclosures in financial reports to boost stakeholder trust.
A mixed methods strategy was utilized, integrating both quantitative and qualitative
assessments. The research employed a dynamic panel data model to evaluate the Influence of
AI adoption on the Return on Equity (ROE) of 14 Banks in India across a five-year span
(2019–2024The study utilized secondary data sourced from yearly reports and the Thomson
Reuters database concerning financial metrics like ROA, ROE, and Net Interest Margin
(NIM). The findings reveal a notable positive relationship between AI integration and
financial performance, as AI implementation boosts ROE by enhancing operational
efficiency and minimizing mistakes. On average, terms related to AI made up a small fraction
of the total word count in financial reports.
Keywords: Artificial Intelligence, Financial Performance, Indian Banking Sector, NIFTY
Bank Index, ROE.

Paper Title:
SMART SOLUTIONS FOR A WARMING PLANET: THE ROLE OF AI IN TACKLING CLIMATE AND ENVIRONMENTAL CRISES
Author Name:
Anisha Chaurasia, Bikasdev Chhura & Jyoti
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17839220
Page No.:
92-103
View PDF Certificate
SMART SOLUTIONS FOR A WARMING PLANET: THE ROLE OF AI IN TACKLING CLIMATE AND ENVIRONMENTAL CRISES
Author: Anisha Chaurasia, Bikasdev Chhura & Jyoti

ABSTRACT
As the global climate emergency is escalating, the need for novel and adaptive, evidencebased solutions to lessen detrimental impacts on our environment, and build climate
resilience is more pressing than ever before. Artificial Intelligence (AI) is being seen as an
active player to reshape the way we identify, monitor, and act on environmental challenges.
This paper investigates the different ways AI can help us respond to the climate and
ecological crisis, focusing on specific applications of AI in several prominent sectors,
including agriculture, air and water quality, disaster forecasting and preparedness, renewable
energy, and biodiversity protection and conservation.
Using a qualitative approach primarily based on secondary data from global reports, peerreviewed literature, and international agency databases, this study further analyzes some realworld case studies to highlight how AI is being used in practice for improved environmental
sustainability. Example case studies considered included: Google's AI-based flood forecast
system for India, Microsoft's AI-based smart farming projects, Global Forest Watch tracking
global deforestation using machine learning, etc. These case study examples illustrate how AI
can better predictions, make better use of resources and help to make timely decisions for
managing environmental systems.
While the findings from this analysis show that AI can add considerably to climate adaptation
and mitigation strategies, it is fundamentally important that equitable access to data and/or
data collection, ethical processes, and cooperative policy frameworks are in place involving
local capabilities. It is important to deal with other problems like algorithmic biases, resource
use in processing (energy intensive), and access inequities in marginalized, developing
contexts so that the use of AI is responsible and sustainable. The study ends by calling for
better coordination from across stakeholder categories, including governments, technology
companies, and environmental organizations towards developing an approach for responsible
AI. It further recommends improving the open data infrastructure, embedding AI in climate
governance, and an assurance that technology continues to keep up with aims of
environmental justice.
Keywords: Artificial Intelligence, Climate Change, Environmental Sustainability, Case
Studies, Secondary Data, Smart Technologies, Green Innovation, Climate Governance

Paper Title:
HARNESSING ARTIFICIAL INTELLIGENCE FOR ENVIRONMENTAL SUSTAINABILITY: A COMPREHENSIVE REVIEW OF APPLICATIONS, CHALLENGES, AND FUTURE DIRECTIONS
Author Name:
Jyoti Jayaswal & Neeta Sharma
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17839250
Page No.:
104-110
View PDF Certificate
HARNESSING ARTIFICIAL INTELLIGENCE FOR ENVIRONMENTAL SUSTAINABILITY: A COMPREHENSIVE REVIEW OF APPLICATIONS, CHALLENGES, AND FUTURE DIRECTIONS
Author: Jyoti Jayaswal & Neeta Sharma

ABSTRACT
Artificial Intelligence (AI) is increasingly emergingan influential force in tackling the
growing threats to our environment. This paper explores the diverse applications of AI
technologies that contribute to environmental protection and sustainability across multiple
domains, such as combating climate change, improving renewable energy systems, enhancing
agricultural practices, preserving biodiversity, and managing waste more efficiently. By
leveraging advanced data processing, pattern recognition, and predictive analytics, AI helps
improve decision-making, optimize resource use, and monitor environmental conditions in
real time.
The review also addresses several obstacles that limit the broader use of AI in environmental
contexts. These challenges include not only technical issues like limited data availability and
model bias, but also ethical, legal, and policy-related concerns. Ensuring fairness,
accountability, and inclusivity in AI design and implementation is essential to its responsible
deployment.
Given the urgency of global environmental issues, the paper emphasizes that AI can be a key
driver in achieving sustainability targets—if developed and used within frameworks that
promote equity, transparency, and long-term environmental stewardship.

Paper Title:
ROLE OF AI IN IMPROVING RISK MANAGEMENT PRACTICES IN PERSONAL FINANCIAL PLANNING
Author Name:
Prashant Patel & Ashok Jhawar
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17839368
Page No.:
111-119
View PDF Certificate
ROLE OF AI IN IMPROVING RISK MANAGEMENT PRACTICES IN PERSONAL FINANCIAL PLANNING
Author: Prashant Patel & Ashok Jhawar

ABSTRACT
―Artificial Intelligence (AI) is transforming personal financial planning by offering advanced
risk management tools, enhanced decision-making capabilities, and greater user
customization. This study explores the impact of AI tools on individuals’ ability to identify
and assess financial risks compared to traditional methods. The research also investigates the
role of trust in AI-driven tools and its influence on their adoption and user satisfaction.
Primary data was collected from 150 respondents, categorized based on age, gender,
occupation, and experience with financial tools. Using two-way ANOVA without replication,
the hypotheses were statistically tested.
Results revealed no significant difference in the perception of AI tools' capability to assist
with understanding and accurately analyzing financial risks. Similarly, trust in AI-based tools
did not show a statistically significant correlation with user satisfaction or adoption levels,
although a weak trend toward higher satisfaction with increased trust was observed. These
findings suggest that while AI offers potential, its perceived effectiveness is not yet
distinctively superior in the public eye. The limited experience of respondents with AI tools
may have influenced the results.
This paper contributes to the ongoing discourse on AI integration in finance by providing
empirical data from Indian users. It highlights the necessity for greater awareness, trustbuilding, and education about AI applications in personal finance. The study calls for deeper
and more targeted research to examine long-term user behavior, perceptions, and actual
financial outcomes from AI-based planning tools.‖
Keywords: Improving Risk Management, Financial Planning, decision-making capabilities
etc.

Paper Title:
INFLUENCE OF ARTIFICIAL INTELLIGENCE ON FMCG CONSUMER DECISION-MAKING: AN ANALYSIS OF PRODUCT SELECTION, IMPULSE BUYING, AND CUSTOMER LOYALTY
Author Name:
Shaziya Sheikh & Suyog Dekhne
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17839411
Page No.:
120-128
View PDF Certificate
INFLUENCE OF ARTIFICIAL INTELLIGENCE ON FMCG CONSUMER DECISION-MAKING: AN ANALYSIS OF PRODUCT SELECTION, IMPULSE BUYING, AND CUSTOMER LOYALTY
Author: Shaziya Sheikh & Suyog Dekhne

ABSTRACT
Artificial Intelligence (AI) is transforming the landscape of consumer engagement in the
Fast-Moving Consumer Goods (FMCG) sector by redefining how consumers make decisions.
This review paper explores the impact of AI-driven tools—such as personalised
recommendations, predictive analytics, dynamic pricing, and virtual assistants—on three
critical aspects of consumer behaviour: product selection, impulse buying, and customer
loyalty.The paper synthesises findings from recent academic researchto understand how AI
influences consumer cognition, emotional triggers, and decision speed. In product selection,
AI enhances relevance and convenience through data-driven personalisation. In the context of
impulse buying, AI intensifies micro-targeting and real-time offers that exploit behavioural
nudges. Concerning loyalty, AI enables brands to maintain continuous consumer engagement
throughcustomised communication and loyalty programs.
The paper also highlights challenges such as data privacy concerns, algorithmic bias, and
ethical boundaries that affect long-term consumer trust. The paper concludes by offering
guidance for marketers and policymakers on how to responsibly harness AI while preserving
consumer autonomy and brand credibility in the rapidly evolving FMCG ecosystem.
Keywords: Artificial Intelligence, FMCG, Consumer Decision-Making, Product Selection,
Impulse Buying, Customer Loyalty, Personalisation, Predictive Analytics, AI Marketing,
Consumer Trust

Paper Title:
ROLE OF AI AND BIG DATA ANALYTICS IN SHAPING CONSUMER BUYING BEHAVIOUR TOWARDS FMCG GOODS
Author Name:
Adarsh Bhalewadikar, Kaushal Yadav & Tara Singh
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17839447
Page No.:
129-137
View PDF Certificate
ROLE OF AI AND BIG DATA ANALYTICS IN SHAPING CONSUMER BUYING BEHAVIOUR TOWARDS FMCG GOODS
Author: Adarsh Bhalewadikar, Kaushal Yadav & Tara Singh

ABSTRACT
Digital strategies are crucial for altering consumers’ buying patterns and behaviors in FMCG
e-commerce.This study explores the substantial impact of digital marketing, AI technologies,
and big data analytics on consumer patterns, focusing on advertising methods and the
strategic use of consumer data.Advanced approaches, such as chatbots, sophisticated
algorithms, and user behavior research, can assist companies to better understand their clients
and provide morepersonalized and customer-focused online purchasing experiences.
Customized digital strategies that leverage consumer data to provide unique e-commerce
experiences are largely accountable for this change. This approach is also applicable to
advertising, as data-driven methods are utilized to create relevant and captivating
commercials customized to the particularneeds and likings of FMCG consumers. Customer
engagement and purchasing patterns are significantly affected by the use of digital
technology, artificial intelligence, and big data analytics techniques in FMCG e-commerce
advertising. According to the study's findings, artificial intelligence (AI) and big data
analytics have arisen as potent instruments for changing customer purchasing patterns in the
fast-moving consumer goods (FMCG) industry. These technologies enable organizations to
collect, analyze, and interpret large amounts of customer data, thereby facilitating more
strategic and informed decision-making. Businesses can provide individualized experiences,
enhance customer targeting, and boost operational efficiency by knowing client preferences,
purchase histories, and market trends.
Keywords: Artificial intelligence, Big Data Analytics, FMCG Sector, Buying pattern,
Consumer behavior.

Paper Title:
THE SCOPE OF AI IN FINANCE AND FINANCIAL ECOSYSTEMS
Author Name:
Ayush Kansal & Swati Oza Sharma
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17839486
Page No.:
38-142
View PDF Certificate
THE SCOPE OF AI IN FINANCE AND FINANCIAL ECOSYSTEMS
Author: Ayush Kansal & Swati Oza Sharma

ABSTRACT
Artificial Intelligence (AI) has now become an irrevocable part of our lives. It has also
emerged as a transformational agent in revolutionizing the complex calculations and decision
making in the financial ecosystem. The innovation has brought the concept of digitalization
and now artificial intelligence, which is now bringing transforming developments on the field
of finance in today’s world. The study explores the growing aspects of AI in finance which
includes the role of automation, investment analysis, risk management, regulatory
compliances, evolving FinTech (Financial Technology), decentralized Finance (DeFi),
personalized financial services and integration of traditional finance into digitalization. The
study aims to examine the effect of AI along with challenges and opportunities on finance
and financial ecosystem. As there are two sides of a coin, the study enumerates the future
scope and the possible threats of upcoming role of AI in financial sector. As innovation never
ends, the study helps to understand the importance of Use of AI, cyber security, investor
awareness and Human Intelligence over the Artificial Intelligence before taking any financial
decisions.
Keywords: Artificial Intelligence (AI), Finance, financial ecosystem, Scope of AI in finance,
Challenges of AI in finance, digitalization.

Paper Title:
LEVERAGING AI FOR PREVENTING FINANCIAL CYBER THREATS AND FRAUDS: A STRATEGIC FRAMEWORK FOR SECURED FINANCIAL SERVICES IN INDIA
Author Name:
Namrata Kishnani & Alpa Ghosh
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17839532
Page No.:
143-151
View PDF Certificate
LEVERAGING AI FOR PREVENTING FINANCIAL CYBER THREATS AND FRAUDS: A STRATEGIC FRAMEWORK FOR SECURED FINANCIAL SERVICES IN INDIA
Author: Namrata Kishnani & Alpa Ghosh

ABSTRACT:
As digital financial services rapidly proliferate across India, cyber threats and financial
fraudpose growing challenges to secure financial infrastructure. This research examines how
artificialintelligence (AI) can be effectively deployed by financial institutions and regulators
in India toprevent and mitigate cyber-based financial crimes.This study explores the
implementation ofAI-based tools—such as ensemble learning, neural networks, transformer
models, andexplainable AI (XAI) frameworks—in Indian banks and fintech institutions to
address thegrowing problem of financial fraud.
Using a mixed-methods research approach, this study integrates primary data collected
fromsurveys of customers and banking professionals with transactional datasets from
selectedIndian banks. The study evaluates the performance of various AI models across
metrics likeaccuracy, false positive rate, latency, and privacy compliance. It also examines
stakeholderperceptions regarding trust, explainability, and usability of AI tools in fraud
prevention.Theresults reveal that transformer-based AI models significantly outperform
traditional rule-basedsystems in terms of fraud detection accuracy and reduction in false
positives. Federatedlearning approaches are shown to preserve privacy while integrating
explainable AI toolsimproves analyst trust and speeds up investigation processes. The study
concludes by offeringstrategic recommendations for regulatory adoption and ethical
deployment of AI in India’sfinancial sector.
Keywords: Artificial Intelligence, Financial Cybersecurity, Fraud Detection, Explainable AI,
Indian Banking

Paper Title:
AI FOR FINANCIAL INCLUSION: DRIVING EQUITABLE GROWTH AND SUSTAINABLE DEVELOPMENT
Author Name:
Pooja Choudhary Bundela, Bhavi Bafna & Ayush Makwana
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17839567
Page No.:
152-167
View PDF Certificate
AI FOR FINANCIAL INCLUSION: DRIVING EQUITABLE GROWTH AND SUSTAINABLE DEVELOPMENT
Author: Pooja Choudhary Bundela, Bhavi Bafna & Ayush Makwana

ABSTRACT
Financial inclusion is recognized globally as a fundamental driver of inclusive economic
growth, poverty alleviation, and social equity. Despite major advances in technology and
policy, over 1.4 billion people remain unbanked-particularly in low- and middle-income
countries. This gap presents a significant development challenge. Artificial Intelligence (AI)
holds the potential to revolutionize the way financial services are delivered to underserved
populations. From personalized financial advice to credit scoring using alternative data, AI
technologies are transforming traditional banking systems into inclusive digital ecosystems.
This research paper explores the intersection of AI, financial inclusion, and sustainable
development, using case studies, comparative analysis, and data from authentic secondary
sources. It also critically examines risks such as algorithmic bias, digital illiteracy, data
privacy, and the regulatory vacuum. Through this, we aim to offer a roadmap for ethical,
inclusive, and effective deployment of AI to advance the United Nations Sustainable
Development Goals (SDGs).
Keywords: Artificial Intelligence, Financial Inclusion, FinTech, Sustainable Development,
Digital Transformation, Algorithmic Fairness, Data Privacy, SDGs, Equitable Growth

Paper Title:
THE ROLE OF CHATBOT AND VOICE ASSISTANTS IN ENHANCING CUSTOMER EXPERIENCE IN E- COMMERCE
Author Name:
Anushri Pareek & Nandini Gupta
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17839619
Page No.:
168-179
View PDF Certificate
THE ROLE OF CHATBOT AND VOICE ASSISTANTS IN ENHANCING CUSTOMER EXPERIENCE IN E- COMMERCE
Author: Anushri Pareek & Nandini Gupta

ABSTRACT
In the fast, competitive, and evolving world of e-commerce, creating a unique, consistent
customer experience is a strategic tool. As exciting as the field is for companies, tools like
chatbotsandvoiceassistantsplayanimportantpartinimprovingcustomerinteractionsacross the
entire customer journey. Over the last ten years, technology has improved enormously—
from basic, rule-based responders to smart, fully AI-supported tools that can understand
natural language processing (NTP), process contextual information, and offer real-time
response capabilities.
This study explores how chatbot and voice assistants support the automation of repetitive
tasks like order tracking, product related queries, and return processes or even the CRM
process. Their capacity for automation allows human agents to devote their time to
responding to challenging questions and improving service and operational productivity
because repetitive tasks are delegated to chatbots and voice assistants, while also leveraging
data through the important process of CRM engagement. This improves customer satisfaction
and retention and improves customer engagement through personalization and decisionmaking tools.
After reviewing the literature and documenting current uses and applications in e-commerce,
this research summary describes how relevant conversational AI can be in synthesizing and
updating how customers interact with brands throughout their journey. Their work is
important to develop scalable, responsive and customer-centric businesses and persists as a
significant part of promoting digital transformation perspectives.
Keywords: Artificial Intelligence, E-Commerce, Customer Relationship Management,
Chatbot, Voice Assistants, Natural Language Processing, Business Automation

Paper Title:
THE IMPACT OF AI ON WOMEN’S BUYING BEHAVIOR TOWARDS GROCERY SHOPPING
Author Name:
Shilpi Shrivastava, Pratik Jain & Nidhi Dubey
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17920162
Page No.:
180-188
View PDF Certificate
THE IMPACT OF AI ON WOMEN’S BUYING BEHAVIOR TOWARDS GROCERY SHOPPING
Author: Shilpi Shrivastava, Pratik Jain & Nidhi Dubey

ABSTRACT:
This research paper aims to explore the impact of Artificial Intelligence (AI) on women’s
buying behaviour towards grocery shopping, with a focus on survey-based data collection.
As AI technologies continue to evolve and integrate into retail platforms, they are
significantly influencing consumer decision-making. Women, traditionally the primary
grocery shoppers in many households, are increasingly interacting with AI tools such as
recommendation systems, smart shopping apps, and automated delivery platforms.
The objective of this study is to analyze how these AI-driven features affect women's
preferences, purchasing frequency, brand loyalty, and overall shopping experience. The
research will utilize structured surveys to gather data from women across different age
groups, occupations, and socio-economic backgrounds. Key variables to be examined include
convenience, trust in AI systems, digital awareness, and the influence of personalized
product suggestions.
This survey-based approach will enable a quantitative understanding of behavioural patterns
and consumer attitudes towards AI in the grocery shopping context. The study will also
assess the extent to which AI impacts impulse buying, product discovery, and satisfaction
levels among female consumers.
Findings from this research will contribute valuable insights to the fields of consumer
behaviour and retail technology. It will also offer practical recommendations for retailers and
AI developers seeking to design more effective, inclusive, and user-friendly grocery
shopping solutions that align with the evolving expectations of women consumers. By
understanding these dynamics, businesses can better tailor their strategies to enhance
customer engagement and loyalty in the AI-driven retail environment.
Key words: Artificial Intelligence (AI), Women’s Buying Behavior, Grocery Shopping,
Personalization.

Paper Title:
FRAUD DETECTION AND CYBERSECURITY IN FINANCIAL SYSTEMS: A COMPREHENSIVE STUDY
Author Name:
Thakkar Mitesh Kumar Kanaiyalal
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17920213
Page No.:
189-194
View PDF Certificate
FRAUD DETECTION AND CYBERSECURITY IN FINANCIAL SYSTEMS: A COMPREHENSIVE STUDY
Author: Thakkar Mitesh Kumar Kanaiyalal

ABSTRACT
In today’s fast evolving digital economy, financial systems are increasingly exposed to scam
and cyberattacks.Because cyber threats keep changing, financial institutions need to stay alert
and have strong security in place. This research paper investigates the key challengesand
technologies involved in risk monitoring and network defence. We identified common types
of fraud, discuss machine learning procedures for detection, and review current cybersecurity
practices.
Keywords: Cybersecurity, Block Chain, Fraud Detection, Financial Systems, Machine
Learning

Paper Title:
“THE ROLE OF ARTIFICIAL INTELLIGENCE (AI) IN FORECASTING THE RISK AND RETURN OF FINANCIAL PRODUCT”
Author Name:
Tanu Solanki & Deepa Joshi
Country:
India
DOI:
https://doi.org/10.5281/zenodo.17920251
Page No.:
195-201
View PDF Certificate
“THE ROLE OF ARTIFICIAL INTELLIGENCE (AI) IN FORECASTING THE RISK AND RETURN OF FINANCIAL PRODUCT”
Author: Tanu Solanki & Deepa Joshi

ABSTRACT
The entire workings convert into advanced level after Artificial Intelligence (AI) technology.
It is essential to understand the AI technology and its proper application. This research is
conducted to analyse the use of AI in finance. In the Indian Financial System, Financial
Market is a major component which deals with risk factors of Financial Products. The
increasing complexity of Financial Product creates pressure to accurate analysis of the risk
and return through AI forecasting tools. Risk and Return work parallelly if risk increases
ultimately return increase. AI tools are a data driven decision making tool. It may be used for
analysis of datasets through which risk & return analysis may be done.
This study is about AI tools and their application in forecasting the risk and return of
Financial Product. We identify the application of AI tools including machine learning, Deep
learning ,AI algorithms and other tools like Quantitate, Zest AI, Kensho etc to predict risk
involved in Financial Product. Our research objective is to identified the advantage and
disadvantage of AI tools and their application in forecasting. Through this research investors
and financial companies better understand the financial product like Fixed Deposit, share,
Debenture etc. and their pros and cons.
The study is based on the secondary data and review existing literature of AI used in finance
risk management .The expected result of this research is to identify effectiveness of AI tools
and their application in managing the risk and help investors for investment decision making.
Keywords: AI tools, Forecasting Risk and Return, Machine Learning, Deep learning,
financial Product

Paper Title:
BLUE COLLAR MARKET AND PROSPECTIVE ON GLOBAL LEVEL: WITH REFERENCE TO INDIAN BLUE MARKET
Author Name:
Vinay Saxena
Country:
India
DOI:
https://doi.org/10.5281/zenodo.18267663
Page No.:
202-211
View PDF Certificate
BLUE COLLAR MARKET AND PROSPECTIVE ON GLOBAL LEVEL: WITH REFERENCE TO INDIAN BLUE MARKET
Author: Vinay Saxena

Globalization led to supply chain of the skilled and non-skilled workers in Developing and non-developing countries, it improve economic conditions of the employees as well as it helps in increasing GDP. as per the report of International Labor Organization(ILO)in a every country five workers are employed on global supply chain .in the pandemic time of 2019/2020from the ILO and social report of different countries shows that employment generation capacity ,heavy production ,good transportation facility, standard amount of wages maintain global supply chain of the workers they get tempted for bright career .
As per the study of labor organization it is found the south Asian countries are producing best and cheap labor for global supply chain of labor, as per the foreign market and big foreign brands criticized labor market because they are facing social problems with the foreign workers, simultaneously many labor organizations and NGO’s campaign the poor laborer’s which are outsource companies have to provide best facilities for their survival, why in Covid-19 company stated that shutdown conditions, many automobile companies ,production industries and many more they start shut down conditions for the foreign labors and why they came back to their countries, somehow economic conditions and survival conditions were not up to the mark. But question is that how to adjust global label market, In the Indian context unrest conditions and economy compound are not well, globalization has fostered step competition in labor market with develop and developing countries.
Key words-Supply chain, Organization, Labor, ILO, Develop and Developing Countries.

Editorial Policy About Peer Reviewed Journal Publication Ethics & Practices Plagiarism Policy Open Access, Licencing & Copyright Disclaimer Policy Privacy Policy FAQ Special Issue About The Journal

Latest Announcements

  • CALL FOR PAPERS 2025 (January-June)

    01-01-2025
    SUBMIT PAPERS IN OUR RESEARCH JOURNAL! 2025
    National Research Journal of Information Technology and Information Science  contributes in the growth and application of Research & Technology, by delivering the latest information contained in research papers, which enables them to enhance understanding for advancements in research activities. We intends to Disseminate and promote the research works of research scholars, Academia.

  • Subscribe This Journal

    01-01-2025
    We Request to Subscribe our Journals for the Noble Cause to Spread Knowledge, Wisdom and also to Protect Intellectual Property Rights of Scholars Across the World.

    Subscription Price: 3500/- (Bi-Annual)

    CALL NOW!
    +91-9888934889, 7986925354

Publish
Conference
Or Seminar
papers in our journal

Read More

National Research Journal of Information Technology & Information Science

+91-9888934889

editornrjitis@gmail.com

Useful Links

  • Home
  • About The Publisher
  • Submit Paper Online
  • Call for Papers
  • Publication Ethics
  • Join Our Editorial Board
  • Journal Subscription
  • Contact Us

Explore Other Journals

  • NRJ of Human Resource Mgt.
  • National Research Journal of Business Economics
  • Sales and Marketing Management
  • Banking and Finance Management
  • Academe: Journal of Education and Psychology
  • Research and Reviews in Biotechnology and Biosciences
  • Journal of Literary Aesthetics
  • Social Science Journal

Downloads

  • Copyright Form
  • Paper Template
  • Manuscript Guidelines
  • e-Certificate
  • Sitemap
© 2026 National Research Journal of Information Technology & Information Science. All Rights Reserved.
Published By: National Press Associates www.npajournals.org