Artificial Intelligence (AI) is transforming business practices into more customer experienced one. This study examines how customers in Kerala respond to AI driven technologies. The present research is based on both primary and secondary data. The study focuses on how the customers perceive the FMCG brands involved in AI and how it impacts the brands. The study finds that many customers of FMCG view AI as a convenient tool for there shopping strategy. The study found that a higher perception of AI leads to greater impact on AI, the study suggests that there is a positive customer outlook towards AI which strengthens the brand value of FMCG products. The findings of the study are very useful to the marketers, Brand strategists and business leaders, they can integrate effectively AI into their marketing strategies.