Applications of AI in Sustainable Retail in Enhancing Green Marketing in B2B in Middle East

Abstract

This research explores the applications of Artificial Intelligence (AI) in enhancing green marketing strategies within the retail sector, with a focus on Business-to-Business (B2B) operations in the Middle East. Specifically, it examines how Carrefour UAE, a prominent retail leader, and Al Harbi Group, a key distributor of eco-friendly products, utilize AI to promote sustainability in their B2B marketing efforts. By adopting a qualitative research approach, this study compares and analyzes case studies from both firms to uncover the role of AI in optimizing supply chain management, reducing environmental impacts, and driving sustainable marketing practices. The research delves into how AI enables real-time data analysis for smarter purchasing decisions, fosters transparency in green initiatives, and enhances stakeholder engagement in sustainability efforts. This study highlights the impact of AI-driven green marketing on sustainability practices and its implications for B2B operations in the Middle East, aiming to provide insights for advancing sustainable business practices.