Systematic Literature Review: Leveraging AI in Digital Marketing for Sustainable Business Practices and Enhanced Consumer Engagement

Abstract

This study examines the integration of artificial intelligence (AI) into digital marketing strategies to promote sustainability and increase consumer engagement. Companies face pressure to align with sustainable practices and meet environmentally conscious consumer expectations in today’s business landscape. Digital marketing, enhanced by AI, offers opportunities to improve sustainable practices and foster consumer engagement (Bolesnikov et al., 2022; El Koufi et al., 2024).
This literature review systematically explores how AI can support sustainable business operations and improve consumer interactions within digital marketing frameworks. It examines AI applications, including personalized marketing (Kasem et al., 2024; Sivamayil et al., 2023), market segmentation (Chang & Fan, 2023) , predictive analytics (El Koufi et al., 2024; Kasem et al., 2024) , supply chain optimization (Gupta et al., 2021; Jiang & Chen, 2024), eco-friendly product promotion (Bolesnikov et al., 2022; El Dehaibi et al., 2022), corporate social responsibility (Kasem et al., 2024; Zhang et al., 2023), and AI-powered consumer experiences (El Koufi et al., 2024; Kasem et al., 2024; Sivamayil et al., 2023).
The findings reveal that AI can optimize resource allocation, minimize waste, promote eco-friendly products, and foster transparency and accountability, thus supporting sustainable business practices (Bolesnikov et al., 2022; Gupta et al., 2021; Jiang & Chen, 2024; Zhang et al., 2023). AI-driven consumer analytics, recommendation systems, chatbots, and social media analytics enhance consumer engagement by delivering personalized experiences and leveraging social influence (El Koufi et al., 2024; Kasem et al., 2024; Lisun et al., 2024; Sivamayil et al., 2023).
Integrating AI into digital marketing strategies has significant implications for theory and practice. This research enhances our understanding of AI, digital marketing, and sustainability synergies. These insights can shape strategies, incorporating AI-driven approaches to enhance consumer engagement and build long-term brand loyalty (Bolesnikov et al., 2022; Gupta et al., 2021; Kasem et al., 2024; Okfalisa et al., 2022; Sivamayil et al., 2023) (Bolesnikov et al., 2022; Chang & Fan, 2023; Chen & Sun, 2024; El Koufi et al., 2024; Gupta et al., 2021; Kasem et al., 2024).
As businesses navigate digital marketing and sustainability, AI integration offers promising avenues for innovation, resource optimization, and meaningful consumer connections. Addressing challenges and ethical considerations will maximize the benefits of AI-driven digital marketing for sustainable operations and improved consumer interactions (Bolesnikov et al., 2022; Gupta et al., 2021; Kasem et al., 2024; Okfalisa et al., 2022; Sivamayil et al., 2023).