Generative AI in Global Marketing for Sustainability: A Systematic Review of Creativity, Cultural Adaptation, and Governance
Generative AI (GenAI) has emerged in global marketing amid intensifying sustainability regulation and scrutiny. Yet the same generative capabilities that can support the detection of greenwashing may also facilitate its production and dissemination. This systematic review examines how GenAI in marketing is governed for...
Mohamed Nassar, Osama Sam Al-Kwifi, Amr El-Alfy et al.
· Journal of Global Marketing · 0 citations