Converging Theories: The Fusion of Artificial Intelligence and Sustainable Marketing for a Responsible Future

Abstract

Integrating Artificial Intelligence (AI) with sustainable marketing provides a transformative approach to fostering responsible business practices. This examination covers green, social, and critical marketing theories, illustrating how AI improves efficiency and personalisation in promoting sustainability. By leveraging AI, companies can better address consumer demands for eco-friendly products and services. The exploration includes practical applications such as predictive analytics, targeted marketing, and automated customer interactions, emphasising AI deployment's ethical considerations and challenges. The impact on corporate strategies and AI's contribution to achieving the UN Sustainable Development Goals are also highlighted. The complexities of merging AI with sustainable marketing are thoroughly evaluated, providing valuable insights into theoretical advancements and practical implications. Future research directions are suggested further to enhance the synergy between AI and sustainable marketing practices.