Purpose-Driven Intelligence in Green Marketing: Leveraging AI for CSR-Centric and Sustainable Brand Positioning

Abstract

This chapter explores how artificial intelligence (AI) is reshaping corporate social responsibility (CSR) and purpose-driven marketing to build sustainable brand equity. As consumers increasingly demand ethical and environmentally responsible practices, AI offers powerful tools to decode consumer sentiment, personalize CSR messaging, and amplify sustainability narratives with precision and authenticity. Through real-world examples and a strategic framework, the chapter illustrates how AI supports transparent communication, stakeholder engagement, and ethical decision-making in CSR initiatives. It also addresses the ethical challenges of AI use, emphasizing responsible practices to avoid bias and greenwashing. Finally, this chapter highlights AI's role as a catalyst for integrating purpose and performance, enabling brands to align business success with social and environmental commitments in an evolving sustainable ecosystem.