Digital Transformation in Marketing: A Systematic Review of AI-Driven Business Strategies

Abstract

The application of Artificial Intelligence (AI) has significantly changed how we market to customers online, create personalized experiences, and improve advertising systems, and it has even influenced and accelerated sustainability efforts. As AI grows in usage in digital marketing and advances the purpose of sustainability, it has become a topic of focus in both the theoretical and practical realm. The changes happening require investigation into how AI could play a role in making marketing practices more sustainable. The focus of this research is to investigate the question, "How does artificial intelligence affect the sustainability of digital marketing?" In order to investigate this question, a systematic literature review was conducted using the PRISMA framework to consider the relevant studies that connect sustainability and marketing. This research also considers how important AI is to advancing sustainable practices for businesses and how much the usage of AI is increasing for organizations. These findings support AI to help provide or even enhance environmental sustainability efforts, assist in achieving sustainable economic goals, and result in sustainable societal benefits. In doing a contribution to the existing literature, this study further explores the relationship between AI and sustainable marketing practice, while providing implications that could be beneficial for marketing practitioners, business leadership, and policymakers.