Does AI Help (or Hinder?) Sustainability Marketing

Abstract

This research study builds on the longitudinal research (Robertson, Deaville 23, 24) which highlighted factors relating to how the marketing industry are using Artificial Intelligence (AI). Content generation was the biggest area of use (and concern) within the sector. However, the research highlighted some major concerns, limitations and worries about “fake”, “untruthful” and “unreliable” content and the “legal” implications from this, which has been used for the inspiration and starting point for this study. This research paper aims to further develop and reflect on the implications and issues of human led content versus AI generated content in the copywriting of sustainable / environmental marketing materials. It is hoped that this research will inform future development for practitioners developing environmental messaging for organisations.