AI-Driven Social Responsibility: Marketing Strategies for a Sustainable Future

Pufan He, Suraksha Gupta, Matthew Brannan and Saurabh Bhattacharya

Chapter 3 in Socially Responsible Business Models for International Brands, 2026, pp 37-56 from World Scientific Publishing Co. Pte. Ltd.

Abstract: This chapter explores the transformative potential of artificial intelligence(AI) in enhancing socially responsible marketing strategies. By examining theoretical frameworks and practical applications, this chapter demonstrates how AI can improve transparency, personalisation and consumer engagement in marketing efforts aligned with social responsibility goals. The integration of AI in marketing practices, particularly through the Fujitsu Uvance initiative, showcases the significant impact of AI on promoting sustainability and ethical business operations. This chapter also critically analyses the challenges and ethical considerations associated with AI-driven marketing, offering insights into future trends and opportunities for leveraging AI to achieve both business success and positive social impact.

Keywords: University Social Responsibility; Happy To Chat; Badges; Community Building; Diversity; Inclusion; University; International Students Disinformation; SCR Brand; Socially Conscious Responsible Brand; Greenwashing; False Advertising Algorithmic Control; Gig-Workers; Socially Responsible; Self-Determination Theory; Social Exchange Theory; Motivation; Responsible Investing; Socially Responsible Investing (SRI); ESG; Business Model; Business Model Innovation; Economic Benefits; Liminal Spaces; CSR; Productivity; Employee Well-Being; Innovation; Corporate Social Responsibility (CSR); ESG Management; Business Ecosystem; Sustainability; Social Capital; Organisational Behaviour (OB); Leadership; Strategic Leadership; Internal Compliance; Employee Behaviours; Management In Practice; Socially Responsible Business; Emerging Markets; Marketing Strategies; Integrated Marketing Communication; Social Impact Measurement; Sustainable Goals; Linear Economy; Circular Economy; Social Compliance; Regulation; Garment; Bangladesh; Global Influence; Cryptocurrency; Blockchain; Bitcoin; Tokens; Socially Responsible Business; Smart Contracts (search for similar items in EconPapers)
JEL-codes: L21 M14 Q0 (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/doi/pdf/10.1142/9789819814916_0003 (application/pdf)
https://www.worldscientific.com/doi/abs/10.1142/9789819814916_0003 (text/html)
Ebook Access is available upon purchase.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:wschap:9789819814916_0003

Ordering information: This item can be ordered from

Access Statistics for this chapter

More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().