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

Author

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  • Kamran ALLAHVERDIYEV

    (The Bucharest University of Economic Studies)

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.

Suggested Citation

  • Kamran ALLAHVERDIYEV, 2025. "Leveraging AI for Enhancing Sustainable Marketing and Consumer Experience in E-Commerce," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 49-59, March.
    • Handle: RePEc:aes:jetimm:v:1:y:2025:i:1:p:49-59
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    More about this item

    Keywords

    AI; consumer experience; online marketing; e-commerce; sustainability.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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