Artificial Intelligence and Green Marketing: What Link?

Green marketing and AI represent innovative realms intersecting environmental sustainability and technological advancements. Green marketing aims to promote eco-friendly products, practices, and sustainability initiatives, catering to the growing environmentally conscious consumer base. On the other hand, AI, with its sophisticated algorithms and predictive capabilities, offers substantial potential in revolutionizing marketing strategies. Thus, this paper explores and examines the link between green marketing and artificial intelligence (AI) and their intersection. It assesses whether there is a significant connection between both concepts. It considers whether AI has been applied or can be applied in the context of green marketing to address environmental concerns, sustainability, or other relevant issues. Thus, it shows the role of the latter in developing green marketing solutions and strategies, and investigates the potential opportunities and challenges of integrating AI into green marketing strategies, and aims to explore the implications of this integration for both businesses and consumers. Beginning with an overview of green marketing, we delve into the evolution of AI and its transformative potential in enhancing eco-friendly marketing practices. Additionally, the paper underscores the implications of this integration for businesses, concluding with practical recommendations for AI-driven green marketing strategies.