Harnessing Artificial Intelligence for Sustainable Marketing: A Conceptual Framework Integrating Consumer Analytics, Personalization, and Ethical Imperatives

DOI: https://doie.org/10.10399/ES.2025515619

Dr. Shabista Booshan, Dr. Kanchan G Rajput, Dr. Bharath Booshan M S

Keywords:

Artificial Intelligence, Sustainable Marketing, Consumer Analytics, Ethical AI, Personalization, Green Technology, Algorithmic Bias,

Abstract:

In the era of rapid digital transformation, Artificial Intelligence (AI) has emerged as a pivotal force in redefining sustainable marketing practices. This conceptual paper explores the strategic role of AI in advancing sustainable consumer engagement through personalized marketing, intelligent customer analytics, and ethical frameworks. Drawing upon recent literature (2022–2025), the study critically examines emerging AI applications—such as generative AI, predictive analytics, and real-time recommendation systems—and their alignment with sustainability goals, including resource efficiency, responsible consumption, and stakeholder trust.

The paper employs a qualitative conceptual methodology, based on a systematic literature review and thematic synthesis of scholarly articles from the Scopus, Web of Science, and Google Scholar databases. Key themes include AI-enabled consumer profiling, hyper-personalization, algorithmic transparency, and ethical data governance. Recent studies highlight how AI improves marketing ROI while reducing environmental impact through targeted digital campaigns and reduced wastage. However, persistent challenges such as algorithmic bias, data privacy concerns (post-GDPR/DPDP Act), and greenwashing risk require deeper inquiry and ethical safeguards.

The proposed conceptual framework provides a roadmap for marketers to leverage AI technologies responsibly, striking a balance between business efficiency, consumer well-being, and sustainability imperatives. The paper concludes by offering strategic recommendations for integrating AI in marketing models that are not only intelligent but also inclusive, transparent, and future-ready.

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