This study explores the role of artificial intelligence (AI) in promoting sustainability and conscious consumption, focusing on the Portuguese market. The main objective is to understand the relationship between education for conscious consumption, the perceived usefulness of AI, and its impacts on sustainability and efficiency. Using a quantitative methodology, data was collected through questionnaires applied to 139 adult consumers over 4 months. The analysis was carried out using IBM SPSS and AMOS software. Using structural equation modelling (SEM), the results indicate a strong positive relationship between education for conscious consumption and the perceived usefulness of AI, significantly impacting sustainability and efficiency. In addition, the perceived usefulness of AI is also positively related to sustainability and efficiency, although to a lesser extent. These findings highlight the importance of integrating AI with consumer education to foster sustainable consumption behaviours. The research reveals that educational programmes aimed at conscious consumption can significantly increase the perceived usefulness of AI, promoting more sustainable and efficient consumption practices. However, the effectiveness of AI in fostering sustainable practices depends on a solid educational foundation that values sustainability. This suggests that the perception of AI as a facilitator of sustainable practices is enhanced by education, providing the necessary knowledge for consumers to use these technologies in an informed and effective way.