The Future of Marketing in Viksit Bharat @2047: AI, Digital Commerce and Consumer-Centric Innovation

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Abstract The vision of Viksit Bharat @2047 represents India's aspiration to become a developed nation by the centenary of independence, supported by technological advancement, economic growth, social inclusion and sustainable development. Within this transformation, marketing is undergoing a fundamental shift from conventional mass communication towards data-driven, artificial intelligence (AI)-enabled and consumer-centric approaches. The rapid expansion of digital payments, e-commerce, social media, artificial intelligence and digital public infrastructure is creating new opportunities for businesses to engage consumers in more personalized, efficient and innovative ways. This paper examines the emerging role of AI, digital commerce and consumer-centric innovation in shaping the future of marketing in India. The study adopts a conceptual research design based on secondary information from government reports, institutional publications and existing literature. It examines how AI-powered personalization, predictive analytics, conversational marketing, digital payments, open digital commerce networks and customer experience management can contribute to India's marketing ecosystem. The paper further identifies challenges related to data privacy, algorithmic bias, digital inequality, cybersecurity, consumer trust and ethical AI. The study proposes a consumer-centric digital marketing framework for Viksit Bharat @2047 that integrates technological innovation with trust, inclusion, sustainability and responsible marketing. The findings suggest that the future of Indian marketing will depend not merely on technological adoption but on the ability of organizations to combine AI capabilities with human understanding, ethical practices and inclusive digital innovation.

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