Artificial Intelligence in Digital Marketing Within the Framework of Sustainable Management

Artificial Intelligence (AI) is not only revolutionizing digital marketing through personalized customer experiences and optimized advertising strategies, but it is also contributing to sustainability initiatives. As AI reshapes digital marketing, its impact on sustainability is becoming increasingly significant. This dynamic highlights the necessity of exploring how AI can be utilized to foster more sustainable marketing practices. This study seeks to answer the pivotal question: "How does AI impact the sustainability of digital marketing?" A systematic literature review was conducted in this study, following the PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) framework to identify various relevant articles in the areas of sustainability and marketing. Furthermore, this study examines the crucial role of AI in enhancing sustainable business practices, highlighting a significant increase in adoption among enterprises. The findings demonstrate that the effective integration of AI into digital marketing enhances environmental sustainability, supports the attainment of economic sustainability objectives, and contributes positively to social sustainability outcomes. This study contributes to the field by providing a comprehensive analysis of the intersection between AI and sustainable marketing practices and offers valuable insights for marketers, businesses, and policymakers.