Apeejay professor’s new research explores power of ChatGPT in retail

Anuj Kumar, assistant professor, Apeejay School of Management (ASM), published an article recently on the power of the much-talked-about ChatGPT and its benefit for retail managers. Titled “Who Is Making Decisions How Retail Managers Can Use the Power of ChatGPT”, the article has been co-authored by Dr Nimit Gupta, chief executive office and founder, NG Marcon, and Dr Gautam Bapat, programme director-School of Business, MIT World Peace University.

Published in the Journal of Business Strategy, indexed in ABDC-B, Scopus-Q2, UGC CARE, and Web of Science, the paper delves into the development and integration of ChatGPT in retail for generating product descriptions and virtual try-on experiences. It argues how this new technology can be integrated with augmented or virtual reality effectively in enriching customer experience.

“Careful consideration and integration can help retailers overcome these limitations and offer personalised recommendations, round-the-clock assistance, and an engaging customer experience that improves sales,” the article suggests. However, the researchers also point out the limitations of the tool like the “difficulty in understanding unconventional language”, the paper reads.

Professor Kumar is a leading researcher, who was recently conferred the “Best Researcher” award by ASM director Dr Alka Munjal for publishing the highest number of research papers in 2021-22. He also organised an All India Council for Technical Education (AICTE) conference as a co-convener at ASM. He has more than 600 citations on Google Scholar with h-index 14 and i-10 index 20.

Talking about the paper, Professor Kumar said, “It was exciting to work on a topic related to ChatGPT. I am thankful to my co-authors for making this paper publication successful within a limited time frame. Retailers can improve their customer experience by the usage of this technology, but they need to train their salesforce in the right manner. I thank all my well-wishers.”

Sharing a similar experience, Dr Bapat remarked, “It was great to have worked with a mentor like Professor Kumar. His knowledge and experience in research and publication are beneficial for all. I express my sincere gratitude to him for this publication.”

Added Dr Gupta, “Professor Kumar is always an initiator and a quick learner. We have collaborated on many papers/case studies in the past. It is always a good experience to write on such an emerging topic from a retailer perspective.”