AI-Enabled Creative Marketing for Eco-Friendly Campaigns

Arnaz Kaizad Wadia () and Nupur Rawal
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Arnaz Kaizad Wadia: GLS University
Nupur Rawal: GLS University

A chapter in Marketing in a Digital World, 2026, pp 169-185 from Springer

Abstract: Abstract This chapter explores how Artificial Intelligence (AI) is reshaping sustainable marketing by enabling creative, personalized and ethically responsible communication strategies. With growing awareness of environmental problems and increasing consumer expectation for accountability, brands face mounting pressure to convey their sustainability efforts in authentic and impactful way. The chapter presents a conceptual framework model that integrates key components such as AI-driven creative content, authentic eco-brand messaging, immersive digital storytelling, social influence, and green consumer engagement. This framework illustrates how AI can be leveraged to encourage environmentally conscious behavior and influence green purchase intentions. The study demonstrates how AI empowers marketers to transform complex sustainability-related information into emotionally engaging stories aligned with individual consumer interests. It also examines the potential pitfalls of greenwashing and stresses the need for ethical usage of AI. This emphasizes the importance of collaboration among technical and creative sustainability-oriented professionals. The practical implications offer actionable insights for developing marketing campaigns that are both impactful and ethically sound. It also contributes to academic discourse by establishing a foundation for future empirical studies and integration of relevant topics into marketing and business ethics education. Additionally, the chapter highlights potential areas for future research such as innovative approaches to environmental communication, the use of immersive technologies like augmented and virtual reality to enhance sustainability engagement, the influence of digital tools and the ethical challenges in promoting environmentally conscious marketing. Eventually, the chapter emphasizes the need for a thoughtful and principled approach that leverage the power of AI. As well as upholds transparency and credibility to position sustainability as a core driver of modern marketing transformation rather than a passing trend.

Keywords: Artificial Intelligence (AI); Sustainable marketing; Eco-friendly campaigns; Digital storytelling; Green consumer engagement; Brand authenticity (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-95-6505-4_9

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DOI: 10.1007/978-981-95-6505-4_9

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