1*Department: Post Graduate Centre, Management and Science University, Malaysia. Email: sasimeenatk@hotmail.com
2Associate Professor, Department: Post Graduate Centre, Management and Science University, Malaysia. Email: jacquline@msu.edu.my
Background: The research investigates the effects of AI-driven chatbots paired with virtual influencers upon purchasing choices made by consumers who focus on sustainable behavior within the FMCG industry. The research utilizes qualitative methods to study secondary data which demonstrates AI-powered chatbots boost customer relationships and personalized experiences and sustainable awareness alongside virtual influencers who strengthen brand reliability and environmental awareness.
Findings: The use of FMCG industry technologies leads brands toward better consumer interactions and increased conversion rates and strengthened brand loyalty. The implementation of these technologies demands strategic research because data security problems and ethical consequences together with changing AI functionality must receive serious attention.
Conclusion: The research suggests that FMCG businesses should implement strategic AI marketing solutions although they need to tackle consumer trust issues together with transparency concerns. Future investigations should entail empirical testing through primary research activities and methods for ethical AI management in addition to studies about how cultural elements affect marketing AI adoption practices. The acquired knowledge will help improve AI-based tactics that promote sustainable and consumer-focused marketing operations in the FMCG industry.
Keywords: FMCG industry, technology acceptance model, self-determination theory, customer engagement, AI chatbots, marketing strategies, virtual influencers, consumer perceptions, brand reliability
How to cite this article: Kalappan S, Tham J. AI-Powered Chatbots and Virtual Influencers: The Future of Personalized FMCG Marketing. Int J Drug Deliv Technol. 2026;16(13s): 757-767. DOI: 10.25258/ijddt.16.13s.82.
Source of support: Nil.
Conflict of interest: None