AI-Driven Sustainable Marketing in Gulf Cooperation Council Retail: Advancing SDGs Through Smart Channels

Hanadi Salhab, Munif Zoubi, Laith T. Khrais, Huda Estaitia, Lana Harb, Almotasem Al Huniti and Amer Morshed ()
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Hanadi Salhab: Department of eMarketing, Faculty of Business, Middle East University, Amman 11831, Jordan
Munif Zoubi: Department of eMarketing, Faculty of Business, Middle East University, Amman 11831, Jordan
Laith T. Khrais: Department of Business, Faculty of Business, Middle East University, Amman 11831, Jordan
Huda Estaitia: Department of eMarketing, Faculty of Business, Middle East University, Amman 11831, Jordan
Lana Harb: Management Sciences Department, Business School, German Jordanian University, Amman 11180, Jordan
Almotasem Al Huniti: Department of eMarketing, Faculty of Business, Middle East University, Amman 11831, Jordan
Amer Morshed: Financial and Accounting Science Department, Faculty of Business, Middle East University, Amman 11831, Jordan

Administrative Sciences, 2025, vol. 15, issue 1, 1-25

Abstract: This paper explores how AI drives GCC sector retail towards the fulfillment of the UN SDGs. Analyzing a survey conducted on 410 retail executives, using PLS-SEM, this study underlines the role of AI in promoting operational efficiency, waste reduction, and consumer engagement with greener products. Key highlights include that AI-enabled marketing strategies improve the adoption of sustainable practices among consumers; AI-powered smart distribution channels enhance supply chain efficiency, reduce carbon emissions, and optimize logistics. For a retailer, practical applications of AI include the use of AI in demand forecasting to potentially reduce waste, personalized marketing to efficiently promote sustainable products, and deploying smart systems that reduce energy consumption. While these benefits are real, data privacy and algorithmic bias remain valid concerns, thus underlining the need for ethics and transparency in the practice of AI. The following study provides actionable insights for GCC retailers on how to align AI adoption with sustainability goals, fostering competitive advantages and environmental responsibility.

Keywords: AI-driven marketing; sustainable development goals; GCC; GCC retail; smart distribution channels; sustainability; supply chain optimization; PLS-SEM (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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