A REVIEW OF AI-ENABLED SUSTAINABLE MARKETING STRATEGIES: OPPORTUNITIES, RISKS, AND FUTURE DIRECTIONS

Abstract

Nowadays, increasing environmental awareness and consumer consciousness have also increased the importance given to green marketing. Thus sustainable brand processes, guided by global dynamics such as Sustainable Development Goals have become pivotal strategy for green marketing. Simultaneously, digital transformation spearheaded by artificial intelligence (AI), big data and the Internet of Things (IoT) is reshaping this field. This study presents a narrative literature review synthesising academic work from 2010 to 2025 obtained from the ScienceDirect and Google Scholar databases. This article examines the intersection of sustainability and digital innovation through thematic content analysis, highlighting key focus areas such as strategic integration, AI tools (e.g., chatbots, machine learning), changing consumer behaviour, and ethical challenges. The study demonstrates how new technologies offer opportunities for businesses to maintain their competitive advantage while winning over environmentally conscious consumers and promoting environmental responsibility. Furthermore, the study emphasises that ethical, transparency, privacy, and trust elements are vital for the sustainability of consumer relationships. Ultimately, this research draws attention to the balance between technological innovation and human-centred management, offering a comprehensive perspective on the future of AI-supported green marketing.