Artificial intelligence has led to the automation of traditional manufacturing and industrial processes and practices. The use of artificial intelligence improves customer experience and it's a proven fact that consumers who enjoy their shopping experience end up making more purchases. Retailing is one of the sectors that has seen drastic changes after the inception of artificial intelligence. This transformation can be seen in the supermarkets like Amazon Go store, Alibaba Hema store, IKEA, and many others. The objective of this chapter is to study the impact of artificial intelligence on Indian retail customers. Primary survey was conducted for the study and it was found that retail organizations emphasizing store design/layout and adoption of technological innovation to ease the consumer buying process were more successful in creating loyal customers for their stores. It can be concluded that India is still lacking in the adoption of IT systems in the retail sector and serious efforts are required in this direction.

In many countries, celebrity endorsement is considered as the most premium form of advertisement where a renowned celebrity such as a popular actor/actress, singer, sports personality, etc. is made the brand ambassador. However, the consumer attitude towards celebrity endorsement is dependent on various cultural aspects. This chapter focuses on the different aspects of celebrity branding through the lenses of the culture and demography of two continents: Asia and Africa. The main focus of the chapter is on India from Asia and South Africa and Nigeria from Africa. In Asian countries like India, companies have been using famous celebrities like movie stars, singers, cricketers, etc. to endorse their brands as are much influenced by the long-term orientation. In African countries the most successful companies believe in establishing an affinity with the consumers by being “the brand of the people” and prefer local celebrities. Thus, the chapter sheds light on the role of culture on the effects of celebrity branding from Indo-African perspective.