Sustainable and Ethical AI in Marketing: Balancing Ethics, Sustainability and Personalization

Abstract

Infusion of AI radically revolutionized marketing by transitioning traditional marketing to uniquely Crafted and data-driven strategies. This paper seeks to evaluate the metamorphism of conventional approaches of marketing to data centric customization and how the theory can be integrated sustainability of AI marketing analytics especially where cyber shopping platforms usage is surging as personalize consumer experience become cornerstone of marketing due to the advancement by AI. However, this advancement has brought challenges related to privacy, ethics and sustainability. It focusses on elevation of responsible consumer engagement by adopting AI practices and evolving technologies under ethical lens by attempting to achieve harmony between privacy and personalization aligned with sustainable marketing objective. The objective of this paper is to assess how consumer trust and privacy are being swayed by AI personalization and how such solutions can be found that align with ethical practices and sustainability. To ensure explicit and holistic assembly of contextual studies, systematic literature review was conducted using PRISMA framework. Findings are combined into core domains by using thematic literature review that divide the key focus areas: AI’s evolution in marketing, privacy and ethical challenges, sustainability in AI applications, and emerging innovations. Deterioration of consumer trust can be seen because of interfering data practices as consumers are progressively leaning toward personalized marketing. Collaborated learning and privacy centric model are some breakthroughs offering sustainable strategies rendering trade-off between personalization and data security. Furthermore, the marketing vista is getting redesigned by the sustainable efforts powered by AI. This research contributes to discourse on ethical and sustainable AI by giving directions for businesses to adopt responsible marketing strategy that prioritize consumer trust, transparency and environmental protection. By Narrowing disparity between personalization and privacy, it provides an approach for using AI in relevant and viable way of consumer engagement while overcoming emerging ethical issues.