مجلة المنتدى للدراسات والابحاث الاقتصادية
Volume 9, Numéro 1, Pages 596-611
2025-06-01

Adoption Of Artificial Intelligence In Developing Sustainable Marketing Practices: International Experiences



Authors : Fellah Isra . Tellouche Fares .

Abstract

This study aims to explore the role of artificial intelligence in enhancing sustainable marketing practices through the examination of successful case studies from companies such as H&M, Unilever, and Microsoft, which have utilized AI to implement sustainable marketing practices that contribute to positive environmental and social outcomes. The study reviews how these companies employ advanced technologies to achieve sustainable results. It concludes that companies that have integrated AI into their marketing operations have successfully balanced economic growth with sustainability concerns. The study recommends that companies incorporate AI into their sustainable marketing practices to enhance their ability to achieve sustainability goals and generate positive social and environmental impacts. Furthermore, Companies should adopt inclusive practices to ensure transparency in sustainability efforts.

Keywords

Artificial Intelligence ; Sustainable Marketing ; H&M ; Unilever ; Microsoft

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