Chapter 1: The Role of Artificial Intelligence in Marketing Sustainability

The integration of artificial intelligence (AI) in the marketing field creates an evolutionary opportunity for business development. AI has a significant function in marketing by increasing work efficiency, analyzing consumer behavior patterns, and creating personalized communication content. Simultaneously, marketing sustainability focuses on aligning marketing activities with environmental, social, and economic long-term goals. With the power of AI, marketing sustainability has a higher ability to achieve the required plans accompanied by significant challenges, including privacy, biases, and ethical concerns. This chapter examines the literature review on the intersection of AI and sustainable marketing, including opportunities, challenges, and future marketing practices to drive meaningful and sustainable outcomes.