INTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD

Abstract: The present study examines the role of artificial intelligence in improving internal business operations and customer-related outcomes in selected agribusiness companies of Punjab. For the purpose of the study, four agribusiness companies operating in Punjab were selected as the study units. A total sample of 100 employees, including both male and female employees, was selected from these companies to understand their perceptions regarding the use of artificial intelligence in organizational operations and customer service practices. Artificial intelligence is increasingly being used in agribusiness companies for demand forecasting, inventory management, quality control, logistics planning, customer support, data analysis, and decision-making. In the agribusiness sector, where products are often seasonal, perishable, and quality-sensitive, operational delays and poor forecasting can directly affect product availability, service quality, and customer satisfaction. The study therefore focuses on how AI-based tools help companies reduce wastage, improve speed of operations, enhance accuracy, support timely delivery, and improve customer response systems.

The study adopts a descriptive research design. Primary data were collected from 100 male and female employees working in four selected agribusiness companies of Punjab through a structured questionnaire. The responses were analysed to examine employee perceptions regarding AI adoption, operational efficiency, and customer satisfaction. The study considers operational efficiency in terms of reduced manual workload, faster decision-making, improved inventory control, better supply chain coordination, reduced errors, and cost effectiveness. Customer satisfaction is examined through dimensions such as timely service, product quality, customer support, complaint handling, service reliability, and customer trust.