Artificial intelligence-assisted sustainable marketing: Contribution and agenda for research
(A2023-113935)

AUTHORS

Jessie Do, University of Jyväskylä; Outi Uusitalo, University of Jyväskylä; Mika Skippari, University of Jyväskylä; Mitra Salimi, University of Jyväskylä

ABSTRACT

This study employed a systematic literature review to provide a holistic and structured understanding of the research on AI-assisted sustainable marketing. First, we classified the extant studies on AI-assisted sustainable marketing into the levels of weak (or pragmatic) sustainability and strong (or radical) sustainability and into the categories of auxiliary, reformative and transformative sustainability marketing. The level of sustainability and categories of sustainability marketing allow for a critical evaluation of the extent to which AI contributes to sustainable marketing. Second, we assessed the merits and risks AI-assisted sustainable marketing contributes to sustainable development via the Sustainable Development Goals. Third, we identified underdeveloped and thus promising areas for future research in AI-assisted sustainable marketing.