Leveraging AI for Enhancing Sustainable Marketing and Consumer Experience in E-Commerce

Kamran Allahverdiyev ()
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Kamran Allahverdiyev: The Bucharest University of Economic Studies

Journal of Emerging Trends in Marketing and Management, 2025, vol. 1, issue 1, 49-59

Abstract: This study examines how Artificial Intelligence (AI) can drive sustainable marketing efforts and improve consumer experience within e-commerce, responding to the growing demand for responsible, data-driven engagement. The research explores the potential of AI to create personalized and efficient consumer interactions that align with sustainable business practices. The main objectives include (1) identifying AI tools that enable tailored marketing in e-commerce, (2) understanding AI’s impact on consumer satisfaction through real-time, responsive engagement, and (3) evaluating the sustainability and ethical implications of AI integration in digital marketing. The methodology is focused on adopting a qualitative approach, and there is also an analyze that underlines the DMAIC method. This study contains a case study of a single company successfully implementing AI-driven marketing and sustainable strategies. Methods include document analysis and targeted case studies of organizations that use machine learning and data analytics to enhance customer engagement, streamline marketing, and support environmental goals. The findings reveal that AI can meaningfully enrich the consumer journey through predictive insights, automated support, and real-time personalization, leading to improved satisfaction and loyalty. AI’s sustainable impact is demonstrated in more efficient resource use and reduced waste in digital campaigns, offering a responsible path for e-commerce growth. This research contributes to e-commerce literature by outlining best practices for the ethical use of AI in ways that bolster consumer trust, data privacy, and transparency. It provides actionable recommendations for every company aiming to leverage AI effectively while fostering a sustainable and ethical business environment. This study offers valuable insights for e-commerce businesses looking to adopt AI strategies that enhance competitive advantage while advancing sustainability in a dynamic digital landscape.

Keywords: AI; consumer experience; online marketing; e-commerce; sustainability. (search for similar items in EconPapers)
JEL-codes: M31 O33 (search for similar items in EconPapers)
Date: 2025
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