Artificial intelligent (AI) applications with an ability to find, create and recommend content relevant, have been widely accepted in marketing. Yet a reflection of AI application in sustainable marketing is missing in extant literature. In the megatrend of sustainability where customers increasingly demand for ecological and social consideration, this absence leaves an important knowledge gap. It is essential for business to know the merits and risk of using AI for sustainable marketing. The research aims to provide new and important findings for marketing theory and practice by assessing the assistance of AI in sustainable marketing. We reflect the topic from the business perspective and customer perspective. For this, we define a set of three research questions, the addressing of which produces journal articles to be published internationally.

2023