COMPARATIVE STUDY OF U.S. AND SOUTH ASIAN AGRIBUSINESS MARKETS: LEVERAGING ARTIFICIAL INTELLIGENCE FOR GLOBAL MARKET INTEGRATION

Abstract

This study investigates how artificial intelligence enabled, data driven decision making supports global market integration among agribusiness firms in structurally different systems in the United States and South Asia. The problem addressed is the lack of quantitative, comparative evidence on whether and how AI capabilities translate into higher export intensity, market diversification and participation in global value chains for agribusiness enterprises. The purpose is to test a TOE based model linking AI adoption, organizational and environmental conditions and data driven decision practices to firm level global market integration. A quantitative, cross sectional, case-based design was applied using a structured five-point Likert survey of 320 agribusiness enterprise cases, comprising 162 U.S. firms and 158 South Asian firms. Key variables included AI Adoption, Data Driven Decision Making, Supply Chain Connectivity, Organizational Readiness, Environmental Support and Global Market Integration indices. Reliability was high (α = 0.89 for AI adoption, 0.87 for data driven decisions, 0.88 for market integration), and analysis combined descriptive statistics, correlation and multiple regression. AI adoption (β = 0.34, p < 0.001) and data driven decision making (β = 0.28, p < 0.001) together raised explained variance in global market integration to 41.5 percent, with a strong bivariate correlation between AI adoption and integration (r = 0.56, p < 0.001). U.S. firms showed higher mean AI adoption (M = 3.84 vs 3.21) and a stronger AI integration linkage than South Asian firms. The findings imply that AI should be treated as a strategic, enterprise level capability for agribusiness internationalization, while investments in organizational readiness, secure data infrastructure and supply chain connectivity are especially critical in South Asia for converting AI use into durable global market gains.