Strategic planners and marketers increasingly use artificial intelligence (AI) to increase sustainable development. AI is becoming increasingly utilised by both customers and marketers to achieve sustainable development. When it comes to understanding sustainable behaviour, marketers can employ AI analytics. This study conducted a systematic review and content analysis based on Google Scholar, Scopus, and Web of Science (WOS) databases. The sources considered for this study were between 2020 and 2024. The findings indicate that artificial intelligence can predict eco-conscious buying intentions and trends and recommend products based on customer behaviour preferences. By doing so, demographic-targeted marketing strategies might be improved. The use of AI in marketing assists clients in making environmentally responsible decisions. E-commerce businesses benefit from the adoption of AI in the process of developing, creating, and distributing environmentally friendly products. Production, waste, and logistics can all be improved by analysing resource utilisation and consumer expectations. However, ethics are critical; artificial intelligence should not be used to promote hazardous products as being environmentally suitable. Additionally, it should inspire consumers to “consume better, but in smaller quantities,” thereby encouraging a lifestyle that emphasises responsible consumption and the well-being of the environment. To accomplish this objective, it is essential to have AI algorithms and ethical data collection. AI may significantly alter the future of sustainable development, and AI integration requires it to be used ethically.