Women Entrepreneurs and the Usage of Artificial Intelligence for Business Continuity in COVID-19

Abstract

This research examines Indian women entrepreneurs’ endeavours to keep their undertakings above water amid the COVID-19 emergency in 2021–2022. This study centers around female-possessed endeavours in Rajasthan, with a particular spotlight on how artificial intelligence (AI) assists them in getting by. It examines how Indian women entrepreneurs used social media to stay in business during the pandemic and adds to information collection by inspecting women-claimed micro and small enterprises (MSEs) and their use of AI through social media during COVID-19. We administered a questionnaire to a sample of 100 female entrepreneurs who use social media platforms to manage their businesses. The researchers found that the pandemic fundamentally affects women entrepreneurs, especially those who run MSEs, using an anti-tactical approach to deal with survey information from 100 respondents. Women have seen a drop in pay because of lower deals, hindered supply chains, and the inconvenience of paying credit portions. Regardless of how women entrepreneurs are especially delicate to monetary shocks, most need to approach government or private-area help. The significance of virtual entertainment through AI in saving women’s ventures is featured in this review. Web-based entertainment has become famous for helping women sell their businesses, contact new clients, and keep current clients. Women entrepreneurs have reduced their losses as a result of forceful advancements supplemented by appealing offers like limits, various administrations, and advertising. We infer that during an emergency, women entrepreneurs embraced innovative methods to keep their businesses reasonable.

Citation

Bhatnagar, D. and Yadav, K. (2023), "Women Entrepreneurs and the Usage of Artificial Intelligence for Business Continuity in COVID-19", Grima, S., Thalassinos, E., Noja, G.G., Stamataopoulos, T.V., Vasiljeva, T. and Volkova, T. (Ed.) Digital Transformation, Strategic Resilience, Cyber Security and Risk Management (Contemporary Studies in Economic and Financial Analysis, Vol. 111B), Emerald Publishing Limited, Leeds, pp. 57-70. https://doi.org/10.1108/S1569-37592023000111B004