Article
https://doi.org/10.52783/mjble.524
Artificial Intelligence-Driven Communication Strategies and Their Impact on Startup Success: A Study of Indian Startups
Artificial Intelligence (AI) has emerged as a transformative technology that is redefining business communication and reshaping the way startups engage with customers, investors, and other stakeholders. Within the rapidly evolving Indian startup ecosystem, AI-driven communication strategies have become increasingly important for improving customer engagement, enhancing operational efficiency, and strengthening competitive advantage. This study presents a conceptual review of the existing literature to examine the role of AI-enabled communication in influencing startup success. The review synthesizes scholarly research on business communication, entrepreneurial communication, AI-driven marketing, customer engagement, and AI adoption in startups, with particular emphasis on the Indian context. A narrative review methodology was adopted to analyse peer-reviewed journal articles, academic books, government publications, and industry reports published between 2018 and 2025. The literature was systematically examined and organized into five thematic areas: Artificial Intelligence and Business Communication, Startup Communication Strategies, AI-driven Marketing and Customer Engagement, Entrepreneurial Communication in the Digital Era, and AI Adoption in Indian Startups. The findings indicate that AI-powered communication tools, including chatbots, predictive analytics, customer relationship management systems, and generative AI applications, enable startups to deliver personalized communication, improve customer experiences, optimize resource utilization, and enhance business performance. However, the review also identifies challenges related to ethical governance, data privacy, cybersecurity, algorithmic bias, and the shortage of AI-skilled professionals, which continue to influence successful implementation. The study contributes to the existing body of knowledge by integrating perspectives from artificial intelligence, business communication, entrepreneurship, and digital marketing into a comprehensive conceptual framework. It further identifies significant research gaps and proposes directions for future empirical investigations. The findings offer valuable insights for entrepreneurs, managers, policymakers, and researchers seeking to leverage AI-driven communication strategies for sustainable startup growth within the Indian entrepreneurial ecosystem.