Implementation and utilization of Artificial Intelligence in food processing industries in Chennai area: An analysis using the UTAUT 2 model

Abstract

The adoption of Artificial Intelligence (AI) is increasing in the food production industry to streamline the production, distribution, supply chain, and consumption processes. Increased awareness and enhanced expectations from customers resonate with the challenges of understanding consumer behavior. The current study aims to explore the implementation of AI in food processing industries within the Chennai region and recommend better adoption of AI using the UTAUT 2 Model. Three attributes were used to select companies: companies having a branch in Chennai, listed on the National Stock Exchange (NSE) with a turnover of more than ₹2,000 crores in the financial year 2023-24. The theoretical framework was set up based on the UTAUT 2 model to examine how constructs such as performance expectancy, effort expectancy, social influence, facilitating conditions, and price value influence user behavior. This study aims to explore the adoption and deployment of AI in food-processing industries and develop a business model for other industries to adopt AI. This study contributes to a better understanding of the role of AI in the industry and provides insights into the factors influencing its acceptance and usage.