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This paper investigates the potential of Artificial Intelligence (AI) technologies to drive sustainable marketing strategies through data-driven consumer insights, personalized marketing, supply chain optimization, and sustainable product development. By conducting a comprehensive literature review, the study addresses the ethical challenges associated with AI, and emphasizes the integration of Corporate Social Responsibility (CSR) and ethical principles to enhance AI’s role in sustainability. Then, a conceptual model is developed to illustrate the synergistic relationship between AI, CSR, and ethics. The findings suggest that combining AI with CSR and ethical frameworks significantly enhances marketing sustainability, benefiting both businesses and society. The model serves as a comprehensive guide for marketers and policymakers in implementing sustainable AI strategies. However, future research is needed to further explore the integration of AI and CSR and to ensure the ethical deployment of AI in marketing, taking into account the diverse perspectives of customers and policymakers.

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Leveraging Artificial Intelligence for Sustainable Marketing: The Mediating Role of Corporate Social Responsibility and Ethics

  • 会议论文

  • 发表日期：

    2025年

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  • Manal El Hassani,
  • Hassan Azdimousa

摘要

This paper investigates the potential of Artificial Intelligence (AI) technologies to drive sustainable marketing strategies through data-driven consumer insights, personalized marketing, supply chain optimization, and sustainable product development. By conducting a comprehensive literature review, the study addresses the ethical challenges associated with AI, and emphasizes the integration of Corporate Social Responsibility (CSR) and ethical principles to enhance AI’s role in sustainability. Then, a conceptual model is developed to illustrate the synergistic relationship between AI, CSR, and ethics. The findings suggest that combining AI with CSR and ethical frameworks significantly enhances marketing sustainability, benefiting both businesses and society. The model serves as a comprehensive guide for marketers and policymakers in implementing sustainable AI strategies. However, future research is needed to further explore the integration of AI and CSR and to ensure the ethical deployment of AI in marketing, taking into account the diverse perspectives of customers and policymakers.