چکیده مقاله
Digital marketing has evolved from traditional one way communication models to highly interactive, data driven systems that leverage the Internet, mobile devices, and social media platforms The integration of Artificial Intelligence AI has further transformed the marketing landscape, enabling precise targeting, personalization, predictive analytics, and resource optimization In parallel, sustainability has emerged as a critical concern for businesses, requiring the alignment of economic performance with environmental stewardship and social responsibility The convergence of AI and sustainable digital marketing represents a promising pathway for firms to meet growing stakeholder demands, achieve competitive advantage, and reduce environmental impact This study investigates how AI can enhance the sustainability of digital marketing strategies It examines the efficiency, personalization, and ethical considerations associated with AI integration, with the overarching goal of understanding how technology driven approaches can improve environmental, social, and economic outcomes in marketing practices A systematic literature review was conducted following the PRISMA framework, using academic databases such as Scopus, Web of Science, and Google Scholar Key search terms included “Artificial Intelligence in Digital Marketing” and “Sustainability in Marketing ” Sixty peer reviewed articles were identified, screened for relevance and methodological rigor, and analyzed thematically to extract insights on the intersection of AI and sustainable marketing Results reveal that AI enables real time data analysis, targeted campaigns, and dynamic personalization, which in turn improve resource efficiency and reduce waste AI driven tools such as recommendation systems, predictive analytics, and blockchain applications facilitate transparent communication of sustainability initiatives, strengthen consumer engagement, and optimize supply chains However, ethical considerations—particularly in data privacy and avoiding greenwashing—remain pivotal Case studies, including Unilever, Amazon, and Shell, demonstrate tangible sustainability gains through AI integration, such as energy optimization, reduction of carbon footprint, and consumer driven eco friendly product innovation AI transforms sustainable digital marketing by aligning operations with global sustainability goals, enhancing competitiveness, and fostering consumer trust Future research should explore long term impacts on resource management, energy efficiency, and ethical governance, ensuring that AI adoption supports both profitability and sustainable development
کلیدواژهها
نویسندگان
Leila Zeighami
Master of Business Administration, International Business, Tabran Non Profit University, Mashhad, Iran
شیوه ارجاع
Zeighami, Leila,1404,Application of Artificial Intelligence to Enhance Sustainable Digital Marketing in Global Trade,1St International conference on new horizons in management,business, economics and humanities
ارائهشده در
مجموعه مقالات اولین کنفرانس بین المللی افق های نوین در مدیریت، تجارت، اقتصاد و علوم انسانی10 آذر 1404