A Tale of Artificial Intelligence and Green Marketing: Shaping Smarter Paths to Sustainability

Abstract

This study explores the transformative potential of artificial intelligence in shaping the future of green marketing.  Utilising a scoping review methodology, in accordance with the PRISMA-ScR checklist, pertinent studies were systematically extracted from the Scopus database, concentrating on publications from 2020 onwards.  The review catalogues publication venues, annual research trends, and subject focuses. Research indicates that conference papers predominate in the discipline, with Asian countries emerging as key contributors to knowledge generation.  This study emphasises AI as both a technology facilitator of sustainable marketing and a catalyst for reevaluating consumer–brand relationships concerning environmental responsibility.  There exists an opportunity to integrate diverse elements, including digital customer experience, blockchain, generative AI, agentic AI, sustainability practices, green advertising, social media platforms, the Internet of Things (IoT), and the circular and green economy, into green marketing and AI, while analysing various sectors and domains in conjunction with AI and green marketing.  This study integrates AI innovation with environmental consciousness, establishing AI-enabled green marketing as a domain for academic research and practical change.