Sustainable marketing in the age of artificial intelligence (ai): Opportunities, challenges, and ethical implications: An empirical study

Abstract

Artificial Intelligence is growing rapidly and transforming how companies plan and execute their marketing strategies. “It uses smart tools like machine learning and other modern technologies, to make marketing tasks easier and more effective.” The present research work explores the concept of using Artificial Intelligence in marketing, as well as its benefits for today's marketing world, and provides tips for effective use, outlining the best practices for responsible use. AI tends to help marketers guess what their customers may need and, plays an important role in making customer experience smoother. “Artificial Intelligence is changing nearly every part of how businesses work- from day-to-day tasks to financial as well as sales operations.” But, despite so many challenges, the biggest effect of AI is seen in marketing, where it has added a lot of value. Even though there are some of the challenges discussed in this study that need to be fixed, "still the future of Artificial Intelligence in marketing looks very promising." Bringing Artificial Intelligence (AI) into sustainable marketing practices has become a key tool for businesses trying to handle numerous challenges of today’s fast-changing market. 201 respondents from the marketing sector were surveyed to determine the factors that show sustainable marketing in the age of AI in terms of opportunities, challenges and ethical implications and also know the impact of AI on sustainable marketing and conclude a significant impact of AI on sustainable marketing.