Review of Business and Economics Studies / Вестник исследований бизнеса и экономики, 2024, том 12, № 4

 Vol. 12 • No. 4 • 2024      ISSN 2308-944X (Print)  
ISSN 2311-0279 (Online) 
 
          
Review of Business and Economics Studies
DOI: 10.26794/2308-944X
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 Т. 12 • № 4 • 2024 
     ISSN 2308-944X (Print)  
ISSN 2311-0279 (Online)
Вестник исследований бизнеса и экономики
DOI: 10.26794/2308-944X
 
 

Review of  
Business and 
Economics  
Studies
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rbes.fa.ru

Вестник 
исследований 
бизнеса  
и экономики
Куликова Лидия Ивановна,
д-р экон. наук, профессор, 
заведующая кафедрой учета, анализа 
и аудита, Казанский (Приволжский) 
федеральный университет, Казань, 
Россия
Сюй Бо,
доктор политических наук, 
профессор, заместитель руководителя, 
кафедра международной политики, 
Колледж исследований СевероВосточной Азии, Университет Цзилинь, 
г. Чанчунь, Китай
ГЛАВНЫЙ РЕДАКТОР
Селезнев Павел Сергеевич,
д-р полит. наук, декан факультета 
международных экономических 
отношений, профессор департамента 
политологии, Финансовый университет, 
Москва, Россия
Липина Светлана Артуровна,
д-р экон. наук, профессор, заместитель 
председателя Совета по изучению 
производительных сил,
Всероссийская академия внешней 
торговли, Москва, Россия
ЗАМЕСТИТЕЛЬ ГЛАВНОГО РЕДАКТОРА
Сидорова Марина Ильинична,
д-р экон. наук, профессор кафедры 
аудита и корпоративной отчетности, 
Финансовый университет, Москва, 
Россия
Тимофеев Иван Николаевич, 
канд. полит. наук, доцент, Московский 
государственный институт 
международных отношений (МГИМО), 
генеральный директор Российского 
совета по международным делам 
(РСМД), Москва, Россия
Томас Сабу,
д-р философии, профессор, проректор, 
Университет Махатмы Ганди, Коттаям, 
Индия
Мавракис Димитриос,  
д-р экономики, профессор, 
Центр энергетической политики 
и развития (KEPA) Национального 
и Каподистрийского Университета Афин 
(NKUA), Афины, Греция
ВЫПУСКАЮЩИЙ РЕДАКТОР
Бочкарев Алексей Михайлович, 
канд. техн. наук, ст. науч. сотр., 
Финансовый университет, Москва, 
Россия
Редакция научных журналов 
Финансового университета
125167, Москва,  
Макгуайр Стефен,
д-р экономики, профессор, факультет 
менеджмента, Колледж бизнеса 
и экономики, Калифорнийский 
государственный университет, ЛосАнджелес, США
РЕДАКЦИОННЫЙ СОВЕТ
Ачарья Санджая,
д-р экономики, профессор, департамент 
экономики, факультет гуманитарных 
и социальных наук, Трибхуванский 
университет, Катманду, Непал
Ленинградский пр-т, 53,  
комн. 5.6
Тел. +7 (499) 553-10-74 
(вн. 10-88)
Мельников Александр,  
д-р физ.-мат. наук, профессор, факультет 
математических и статистических наук,  
Университет Альберты, Эдмонтон, 
Канада
Интернет: https://rbes.fa.ru/jour
Беляцкий Николай Петрович,
д-р экон. наук, профессор, 
заведующий кафедрой организации 
и управления, факультет экономики 
и менеджмента, Белорусский 
государственный экономический 
университет, Минск, Республика 
Беларусь
Журнал “Review of Business 
and Economics Studies” 
(«Вестник исследований бизнеса 
Мрамба Насибу Раджабу,
д-р бизнес-информатики, 
заместитель ректора по учебной 
и исследовательской работе, Колледж 
бизнес-образования, Дар-эс-Салам, 
Танзания
и экономики») зарегистрирован 
в Федеральной службе 
по надзору в сфере связи, 
Варьяш Игорь Юрьевич,
д-р экон. наук, профессор, 
руководитель Аналитического 
центра финансовых исследований, 
Научно-исследовательский 
финансовый институт 
Министерства финансов РФ, 
Москва, Россия
информационных технологий 
Полевой Сергей Анатольевич,
д-р техн. наук, доцент, профессор 
кафедры менеджмента, факультет 
«Высшая школа управления», 
Финансовый университет, Москва, 
Россия
и массовых коммуникаций 
15 сентября 2016 г. 
Свидетельство о регистрации 
Глущенко Константин Павлович,
д-р экон. наук, главный научный 
сотрудник, Институт экономики 
и организации промышленного 
производства, Сибирское отделение 
РАН, Новосибирск, Россия
ПИ № ФС77-67072. 
Ренстром Томас,
д-р экономики, профессор, Школа 
бизнеса, факультет экономики 
и финансов,
Даремский университет, Дарем, 
Великобритания
Подписано в печать: 05.02.2025. 
Формат 60 × 84 1/8. 
Заказ № 143
Отпечатано в отделе полиграфии 
Рубцов Борис Борисович,  
д-р экон. наук, профессор, кафедра 
финансовых рынков и финансового 
инжиниринга, Финансовый университет, 
Москва, Россия
Жариков Михаил Вячеславович,
д-р экон. наук, доцент, профессор 
кафедры мировой экономики 
и мировых финансов факультета 
международных экономических 
отношений, Финансовый университет, 
Москва, Россия
Финуниверситета  
(Москва, Ленинградский 
проспект, д. 49/2). 
16+
Сангстер Алан,
д-р экономики, профессор, Школа 
бизнеса, Абердинский университет, 
Королевский колледж, Абердин, 
Великобритания
Ильинский Александр Иоильевич,
д-р техн. наук, профессор, научный 
руководитель Института глобальных 
исследований, Финансовый университет, 
Москва, Россия
3

Review of  
Business and  
Economics  
Studies
Volume 12, Number 4, 2024
A Systematic Literature Review on Sustainability Integration and Marketing 
Intelligence in the Era of Artificial Intelligence
Md M. H. Emon, Tahsina Khan . .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . . . . . . . . . 6
Strategic Management of the Metaverse Ecosystem in the Context  
of Web 3.0: Theory, Framework and Tools
Yulia Vertakova, Elena Shkarupeta. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . . . . . . . 29
Assessing the Level of Employment in the Informal Sector of the Economy  
of Russian Regions Using Modern Machine Learning Methods
Aleksey N. Borisov, Aleksandr I. Borodin, Roman V. Gubarev, Evgeny I. Dzuyba,  
Oksana M. Kulikova. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . . . . . . . . . . . . . 42
The Use of Artificial Intelligence Technologies in Energy and Climate 
Security
Igbal A. Guliev, Agil Mammadov, Kanan Ibrahimli.
 .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . 58
The Impact of Digital Transformation on Risk-Taking: An Empirical Study  
of Japanese Companies
Shah M. Wagan, Sidra Sidra. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . . . . . . . . . . 72
Portfolio Management in International Syndicated Lending
Alexey A. Tarasov. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . . . . . . . . . . . . . . 91
Time-Varying Connectedness Between Global Uncertainties and Economic 
Activity in a Developing Economy Using a Dynamic Conditional Correlation — 
​
GARCH Model
Mohammed G. Abdulai, Andrews Salakpi, Ishaque Mahama . .  .  .  .  .  .  .  .  .  . . . . . . . . . 106

Вестник 
исследований 
бизнеса  
и экономики
№ 4, 2024
Систематический обзор литературы по интеграции устойчивого 
развития и маркетинговой разведки в эпоху искусственного интеллекта 
Мд М. Х. Эмон, Тахсина Хан . .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . . . . . . . . . . 6
Стратегическое управление экосистемной метавселенной в контексте 
Web 3.0: теория, фреймворк и инструменты
Юлия Вертакова, Елена Шкарупета.
 .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . . . . . . 29
Оценка уровня занятости в неформальном секторе экономики регионов 
России с помощью современных методов машинного обучения
Алексей Н. Борисов, Александр И. Бородин, Роман В. Губарев, Евгений И. Дзюба, 
Оксана М. Куликова. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . . . . . . . . . . . . . 42
Использование технологий искусственного интеллекта в энергетике 
и климатической безопасности
Игбал А. Гулиев, Агиль Мамедов, Кянан Ибрагимли. .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . 58
Влияние цифровой трансформации на принятие рисков: эмпирическое 
исследование японских компаний
Шах М. Ваган, Сидра Сидра.
 .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . . . . . . . . . . 72
Портфельный менеджмент в международном синдицированном 
кредитовании
Алексей А. Тарасов. .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . . . . . . . . . . . . . . . . . 91
Исследование изменяющейся во времени связи между глобальной 
неопределенностью и экономической активностью в развивающейся 
экономике с использованием модели динамической условной 
корреляции — ​
GARCH
Мохаммед Г. Абдулай, Эндрюс Салакпи, Исхак Махама. .  .  .  .  .  .  .  .  .  .  . . . . . . . . . . 106

Review of Business and Economics Studies
ORIGINAL PAPER
DOI: 10.26794/2308-944X-2024-12-4-6-28
UDC 339.138(045)
JEL I23, L86, D83, O33, C78
A Systematic Literature Review on Sustainability 
Integration and Marketing Intelligence in the Era 
of Artificial Intelligence
M.M.H. Emona, T. Khanb
a American International University-Bangladesh, Dhaka, Bangladesh;
b Bangladesh University of Professionals (BUP), Dhaka, Bangladesh
ABSTRACT
The purpose of the study is to explore Artificial intelligence (AI) integration into sustainable marketing 
techniques highlights a transformational potential, combining modern technology with the urgent needs 
of sustainability. This article thoroughly examines how AI plays a crucial role in improving marketing 
intelligence by enabling more efficient and socially responsible marketing tactics that support sustainability 
goals. Method: The study examines how AI-driven insights and analytics enhance decision-making processes, 
improve customer engagement, and increase the impact of marketing campaigns on environmental and social 
outcomes by reviewing existing literature and practices. The conversation delves into the difficulties and 
moral aspects involved in using AI in marketing, such as issues related to data privacy, algorithmic bias, 
and the importance of a strategic framework that focuses on sustainable development goals. Results: The 
investigation shows a promising yet intricate marketing intelligence environment, where AI is seen as a crucial 
tool for balancing economic goals with the need for environmental sustainability and social responsibility. 
The research stresses the importance of continuous research, multidisciplinary teamwork, and policy creation 
to maximize the impact of AI on shaping sustainable practices in marketing intelligence. This study provides 
valuable contributions to the scholarly discussion around sustainable marketing and artificial intelligence, 
while also offering practical guidance for professionals operating in this dynamic commercial sector.
Keywords: sustainable marketing; artificial intelligence; marketing intelligence; sustainability integration; 
consumer behavior; environmental impact; ethical marketing
For citation: Emon M. M.H., Khan T. A Systematic Literature Review on Sustainability Integration and Marketing 
Intelligence in the Era of Artificial Intelligence. Review of Business and Economics Studies. 2024;12(4):6-28. 
DOI: 10.26794/2308-944X-2024-12-4-6-28
ОРИГИНАЛЬНАЯ СТАТЬЯ
Систематический обзор литературы 
по интеграции устойчивого развития 
и маркетинговой разведки в эпоху 
искусственного интеллекта
М.М.Х. Эмонa, Т. Ханb
aАмериканский международный университет в Бангладеш, Дакка, Бангладеш;
b Бангладешский университет профессионалов (BUP), Дакка, Бангладеш
АННОТАЦИЯ
Целью статьи является рассмотрение проблем интеграции искусственного интеллекта (ИИ) в методы 
устойчивого маркетинга с выделением трансформационного потенциала, объединяющего современные технологии с насущными потребностями устойчивого развития. В статье подробно рассматривается, 
© Emon M. M.H., Khan T., 2024
This work is licensed under the terms of a Creative Commons Attribution 4.0 International (CC BY 4.0) license. 
6
rbes.fa.ru

A Systematic Literature Review on Sustainability Integration and Marketing Intelligence in the Era of Artificial Intelligence
как ИИ играет решающую роль в улучшении маркетинговой разведки (аналитики), обеспечивая более 
эффективную и социально ответственную маркетинговую тактику, способствующую достижению целей 
устойчивого развития. Методы: в исследовании на основе анализа существующей литературы и практики рассматривается, как основанные на ИИ идеи и аналитика улучшают процессы принятия решений, взаимодействие с клиентами и увеличивают влияние маркетинговых кампаний на экологические 
и социальные результаты. Рассматриваются трудности и моральные аспекты, связанные с использованием ИИ в маркетинге, такие как вопросы, связанные с конфиденциальностью данных, алгоритмической 
предвзятостью и важностью стратегической структуры, ориентированной на цели устойчивого развития. 
Результаты: исследование показывает многообещающую, но сложную среду маркетинговой разведки, где 
ИИ рассматривается как важнейший инструмент для балансирования экономических целей с необходимостью экологической устойчивости и социальной ответственности. В статье подчеркивается важность 
непрерывных исследований, междисциплинарной командной работы и разработки политики для максимального увеличения влияния ИИ на формирование устойчивых практик в маркетинговой разведке. 
Исследование вносит ценный научный вклад в дискуссию об устойчивом маркетинге и искусственном 
интеллекте, а также предлагает практические рекомендации для специалистов, работающих в этом динамично развивающемся коммерческом секторе.
Ключевые слова: устойчивый маркетинг; искусственный интеллект; маркетинговая разведка; интеграция 
устойчивого развития; поведение потребителей; воздействие на окружающую среду; этичный маркетинг
Для цитирования: Emon M. M.H., Khan T. A Systematic Literature Review on Sustainability Integration 
and Marketing Intelligence in the Era of Artificial Intelligence. Review of Business and Economics Studies. 
2024;12(4):6-28. DOI: 10.26794/2308-944X-2024-12-4-6-28
is a strategic facilitator that is transforming the 
marketing intelligence field. The integration of 
AI into marketing strategies is now highly important, as shown by the substantial expenditures 
and strategic actions done by these companies 
[2, 3]. Although the industry is moving forward, 
academic marketing research has not yet offered 
thorough guidance on efficiently using AI’s benefits for powerful marketing tactics. This study 
tries to fill this essential gap. With AI projected 
to become a $ 126 billion sector by 2025, firms 
must grasp its impact on sustainable marketing 
techniques in order to navigate this evolving terrain effectively [4].
Introduction
In today’s rapidly changing business environment, the combination of technical advancements and changing customer tastes has 
brought about a new age of significant changes. A noticeable trend in this dynamic environment is the growing incorporation of sustainability ideas into marketing tactics [1]. The 
growing impact of artificial intelligence (AI) 
has significantly influenced several aspects of 
corporate operations, particularly marketing 
strategies. This introduction provides a starting point for a thorough examination of how 
sustainable integration, marketing intelligence, 
and the pervasive influence of AI interact [2]. 
This narrative establishes the framework for a 
systematic literature analysis by extensively 
outlining the paper’s goals, offering information on sustainability in marketing, and highlighting the significant role of AI in these interrelated worlds.
Prominent organizations have utilized AIbased technologies to transform their marketing channels and communicate with customers 
more efficiently [3]. Industry giants like Amazon, 
Google, and Microsoft have utilized advanced AI 
algorithms to examine customer behavior, tailor 
marketing material, and enhance advertising tactics [3]. These organizations are good examples 
of how AI is more than just a technology tool; it 
Aim of the paper
In today’s business environment, the incorporation of sustainability into marketing strategies 
has become a crucial priority due to increased 
environmental awareness, social responsibility 
expectations, and fast technological progress. 
This research delves into the complex interaction between sustainability principles and marketing intelligence in the context of artificial 
intelligence (AI). The main goal is to provide a 
thorough literature review to analyze the changing dynamics where sustainability, marketing 
intelligence, and artificial intelligence interact. 
This study aims to provide significant insights 
from current work on integrating sustainability 
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Review of Business and Economics Studies
and marketing intelligence within the realm of 
artificial intelligence. The study aims to analyze existing research in detail to outline main 
topics, uncover new trends, and highlight areas 
where information is lacking. This literature review provides a thorough overview of the current studies on sustainability, marketing intelligence, and artificial intelligence. The study aims 
to offer practical insights for firms dealing with 
the intricate relationship between sustainability 
objectives and marketing strategies in the AI era 
by analyzing current research. Key stakeholders will benefit from the information provided 
to match business activities with sustainability 
principles, meeting consumer expectations and 
regulatory needs. Policymakers aiming to influence rules on sustainable business practices 
will gain insight from a thorough comprehension of the obstacles and advantages associated 
with incorporating AI in sustainable marketing 
[5]. Researchers investigating the intersection 
of sustainability, marketing intelligence, and 
AI will find this literature review helpful in pinpointing areas for further research. Identifying 
important themes and trends will direct future 
research efforts, while recognizing current gaps 
in the literature encourages researchers to participate in the developing discussion. This study 
intends to provide guidance in the ever-changing field of sustainable marketing intelligence in 
the age of artificial intelligence. This systematic 
literature review aims to shed light on the current state and set the stage for the future. This 
future envisions businesses operating with skill, 
policymakers implementing well-informed regulations, and researchers pushing the boundaries of knowledge in the areas of sustainability, 
marketing intelligence, and AI. To increase the 
attractiveness for further reading, the repetition 
of phrases and groupings of words has been reduced.
Background of AI in marketing
The integration of sustainability 
principles in marketing
Businesses are realizing the need to incorporate sustainability ideas into their marketing 
strategy due to changes in customer behavior. 
Sustainability is now seen as a competitive differentiation rather than just a business obligation or compliance necessity [6]. Organizations 
are recognizing that sustainable practices may 
improve brand reputation, increase consumer 
loyalty, and lead to long-term financial success, 
in addition to benefiting society and the environment. A recent study indicates a significant 
change in consumer behavior, showing a growing desire for ethically produced and sustainable 
products [7]. Changing customer opinion is a key 
factor motivating organizations to include sustainability into their marketing strategies. Modern customers are well-informed, socially aware, 
and selective when making purchases, preferring 
businesses that share their values and support 
larger social and environmental objectives [8]. 
Integrating sustainability into marketing tactics is a response to the changing demands of 
ecologically and socially concerned consumers, 
rather than just a strategic decision. Sustainability integration in marketing involves several aspects of a company’s operations. Businesses are 
moving beyond greenwashing and embracing a 
comprehensive approach that integrates sustainability throughout their whole value chain. 
Companies are investing more in eco-friendly 
product design by using sustainable materials 
and production procedures to reduce environmental effects [9]. Product-level sustainability 
that matches customer preferences may provide 
a compelling story for marketing initiatives. Sustainability integration also focuses on responsible supply chain management, where businesses 
carefully examine their supply chains to guarantee ethical sourcing, fair labor practices, and reduced environmental effect. This dedication to 
responsible sourcing satisfies customers’ ethical 
standards and offers marketing teams genuine 
and engaging narratives to share with the public. Recent research highlights the significance 
of clear communication regarding sustainable 
supply chain policies, as it builds confidence 
and enhances the brand-consumer connection 
[10]. Sustainability is being included in packaging methods, focusing more on environmentally friendly packaging options. Businesses are 
investigating sustainable materials, reducing 
packaging waste, and implementing circular 
economy ideas. Green packaging not only supports sustainability objectives but also acts as a 
concrete and visible symbol of a brand’s dedication to environmental accountability. Marketing 
strategies focused on eco-friendly packaging 
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A Systematic Literature Review on Sustainability Integration and Marketing Intelligence in the Era of Artificial Intelligence
appeal to environmentally aware consumers, 
enhancing the brand’s reputation as a socially 
responsible organization. Marketing is essential 
for communicating sustainability objectives to 
customers and is a key element in brand communication [11]. Companies are increasingly 
including ethical marketing campaigns, narratives focused on sustainable practices, and clear 
communication as vital elements of their marketing strategies. Businesses are using several 
platforms, such as social media, to communicate 
their sustainability progress, disclose internal 
stories, and interact with customers on an individual basis. Clear communication is essential 
since customers now prioritize authenticity and 
can easily distinguish between real environmental initiatives and greenwashing tactics.
make well-informed judgments, enhance tactics, 
and quickly adjust to shifting market dynamics. 
This analytical skill is especially beneficial in the 
realm of sustainability, as data-driven insights 
may guide the creation and improvement of ecologically and socially conscious marketing strategies [3]. AI’s influence on marketing includes 
predictive modeling, in which algorithms anticipate future trends, behaviors, and results using 
past data. Marketers find predictive power useful 
for foreseeing customer preferences, recognizing 
developing market trends, and adjusting strategy proactively. Predictive modeling may help 
organizations anticipate the impact of their sustainability actions to match changing customer 
expectations and market dynamics in sustainability integration. AI’s capacity to evaluate extensive information also enables the creation of 
extremely tailored marketing campaigns. Personalization algorithms use individual consumer data to customize content, recommendations, 
and interactions according to specific interests 
and behaviors [12]. This degree of customization improves the client experience and enables 
more efficient and focused communication. Personalization algorithms in sustainability marketing can be used to tailor communications to 
specific customer categories, addressing their 
unique beliefs and concerns regarding sustainability. Recent studies offer actual proof of the 
beneficial influence of AI on crucial marketing 
performance indicators. Improved customer engagement, facilitated by individualized interactions and targeted initiatives, enhances brandconsumer connections [14]. Enhanced targeting 
precision guarantees that marketing endeavors 
reach the most pertinent audience segments, 
optimizing the efficiency of campaigns. The enhanced return on investment shown in AI-driven 
marketing initiatives demonstrates the financial 
feasibility and effectiveness of using AI into the 
marketing toolset.
The confluence of sustainability  
and artificial intelligence
In the context of a changing corporate environment characterized by increased environmental 
awareness and the advancement of artificial intelligence (AI), the intersection of sustainability 
principles and AI technology has become a fascinating and creative field of study. Businesses are 
The rise of artificial intelligence
The incorporation of sustainability concepts in 
marketing is occurring simultaneously with the 
emergence of artificial intelligence (AI), which 
is significantly changing how organizations 
function and interact with their stakeholders. 
AI technologies, including machine learning 
and natural language processing, have become 
strong tools that enable enterprises to handle 
large volumes of data rapidly and extract useful insights. Recent developments in AI have led 
to its extensive use in several sectors, causing 
significant changes in how firms make decisions, 
communicate with customers, and improve operational effectiveness. The use of AI in marketing has significantly changed how firms comprehend and engage with their target customers. 
AI-driven analytics, predictive modeling, and 
customization algorithms are crucial elements 
of contemporary marketing tactics, improving the accuracy and efficiency of campaigns 
[12]. Recent research highlights the beneficial 
effects of AI on many marketing performance 
indicators, emphasizing its function as a driver 
for better customer interaction, greater targeting precision, and a higher return on investment. 
AI’s primary impact on marketing lies in its utilization of sophisticated analytics. AI algorithms 
can swiftly examine extensive information, revealing patterns, trends, and correlations that 
traditional analytical methods may not detect 
[13]. AI’s capacity to extract significant insights 
from intricate data sets empowers marketers to 
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Review of Business and Economics Studies
sustainability by making sure communications 
connect with target audiences and reflect their 
values, thereby building brand loyalty and good 
customer impressions. In the future, the combination of sustainability and AI shows potential for influencing the future of sustainability 
practices in business. Businesses may leverage 
AI technology with a strong commitment to corporate social responsibility to make data-driven 
decisions that improve their environmental and 
social impact and help achieve sustainability objectives. The convergence of AI and sustainability is positioned to function as a driving force 
for creativity, adaptability, and ethical corporate 
behaviors in the pursuit of a more sustainable 
and fair future [17].
The rise of marketing intelligence
Recent research has revealed convincing evidence of the impactful uses of AI in marketing. 
AI has advanced from being only a technology 
tool to being a fundamental element of contemporary marketing strategy, providing several uses such as customized consumer experiences, focused advertising, and data-informed 
decision-making [18]. AI plays a key role in 
enabling customized consumer experiences in 
marketing. Machine learning algorithms, a component of artificial intelligence, enable firms to 
analyze extensive datasets that include patterns 
of customer behavior. The algorithms can identify subtle preferences, predict specific requirements, and provide customized information 
or suggestions with exceptional accuracy [19]. 
Personalization improves consumer engagement, promotes brand loyalty, and leads to more 
fulfilling and pertinent interactions between 
businesses and their customers [16]. AI has a 
significant impact on targeted advertising. AI 
algorithms can enhance ad targeting accuracy 
by evaluating previous consumer data and realtime behaviors more effectively than traditional 
approaches. This improves the efficiency of advertising efforts and guarantees that marketing 
messages are strategically targeted to the most 
relevant audience segments. The outcome is an 
enhanced return on investment and a more effective distribution of marketing resources [20, 
21]. AI enables organizations to make educated 
decisions based on data by deriving actionable 
insights from the large volume of data available 
seeing the benefits of using AI to improve marketing tactics and integrate sustainability into 
their operations [3]. Current research highlights 
an increasing focus on exploring and utilizing 
the interactions between AI and sustainability 
to support influential marketing campaigns that 
are in line with overall business sustainability 
objectives. Incorporating AI into sustainability 
efforts marks a significant change in how firms 
address the balance between financial gain and 
social responsibility. This approach aims to utilize AI’s revolutionary powers to provide real 
environmental and social benefits, rather than 
just using sustainability as a cosmetic marketing 
strategy. Businesses are increasingly using AI to 
analyze sustainability concerns and make educated decisions that benefit both their economic 
performance and society [15]. The intersection 
of sustainability and AI offers the opportunity 
for intelligent systems to assess intricate environmental and social data. AI’s ability to analyze 
extensive datasets allows businesses to obtain 
detailed insights on the environmental impact 
of their operations, the social consequences of 
their supply chains, and the overall sustainability of their products and services. Recent developments in AI, namely in machine learning 
algorithms, enable companies to move above 
conventional data analysis and derive practical 
insights from complex and multidimensional 
sustainability data. The main connection between sustainability and AI is the capability 
of intelligent systems to recognize patterns in 
extensive datasets about environmental and 
social factors. AI may identify patterns, connections, and possible causal links that traditional 
analytical methods may not detect. This capacity to recognize patterns is crucial for guiding 
decision-making processes about sustainability 
solutions [16]. Businesses may use AI analysis to 
pinpoint areas needing development, evaluate 
the effects of various efforts, and enhance their 
sustainability objectives through data-driven 
insights. Businesses are increasingly using AI 
in sustainability-focused marketing strategies 
to achieve economic success and beneficial societal impact. AI’s analytical accuracy enables 
firms to improve resource allocation, minimize 
waste, and discover novel strategies to lessen 
their environmental footprint. AI may improve 
the impact of marketing initiatives focused on 
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