Revue d’Économie & de Gestion
Volume 9, Numéro 1, Pages 154-171
2025-12-18
Marketing 5.0: Redefining Customer Experience In The Digital Age Through The Synergy Of Artificial Intelligence And Corporate Social Responsibility
Authors : Haddad Zahoua . Akkarene Rim . Chitti Mohand .
Abstract
In an age defined by technological change and growing societal demands, Marketing 5.0 emerges as a revolutionary model that combines artificial intelligence (AI) with corporate social responsibility (CSR) to transform the customer experience. This theoretical paper explores how businesses can create valuable, ethical, and personalized experiences by aligning AI innovations with socially responsible practices. Drawing from major theories in marketing and management, including customer experience, co-creation, and technological ethics, this study suggests a mixed strategic approach where AI serves not only as a means of automation and personalization but also as a catalyst for trust and transparency. The analysis shows that the combination of AI and CSR enhances emotional engagement, consumer trust, and brand differentiation in an overcrowded digital landscape. Lastly, the paper discusses theoretical and managerial implications and suggests directions for future empirical studies.
Keywords
Marketing 5.0 ; Customer Experience ; Artificial Intelligence ; Corporate Social Responsibility ; Digital Ethics ; Value Co-creation
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