CAN AI SAVE THE SUPPLY CHAIN? THE MODERATING EFFECT OF FAKE NEWS DETECTION TOOLS ON OPERATIONAL EFFICIENCY

Abstract

Fake news in supply chain activities affects the operational efficiency of the manufacturing industry. The misleading information delays organizations manufacturing decision-making process and decreases manufacturing productivity. The study aims to role of AI-based detection in identifying fake news. The study also finds the moderation effect of AI-based detection tools on operational efficiency. The target population taken for the examination is manufacturing industry supply chain professionals in Chennai. The quantitative research technique was used for the study. The study adapted snowball sampling for collecting the samples. The questionnaire was circulated to more than 300 supply chain professionals. The 263 questionnaires were received after circulation. The study looks into the various factors, a. frequency of fake news exposure, b. source credibility, c. information literacy skills, organisational culture of information verification influence e. operational efficiency.  The study establishes a constructive relation between the Frequency of Fake News Exposure, Source Credibility, Information Literacy Skills and organisational culture of Information Verification and operational efficiency. This study proposes that the output efficiency of the supply chain can be built by precise management and confirmation of information. Also, the study establishes that there was a lenitive effect obtained between artificial intelligence-based fake news discovery tools on operational efficiency. This combination makes the tools more trustworthy and helps good decision-making processes. These AI technologies are encouraged for organisations to adopt and apply them to improve the information management practice and also to make the supply chain operations more reliable and efficient.