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

In: Socially Responsible Business Models for International Brands

Author

Listed:
  • Pufan He
  • Suraksha Gupta
  • Matthew Brannan
  • Saurabh Bhattacharya

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.

Suggested Citation

  • Pufan He & Suraksha Gupta & Matthew Brannan & Saurabh Bhattacharya, 2026. "AI-Driven Social Responsibility: Marketing Strategies for a Sustainable Future," World Scientific Book Chapters, in: Suraksha Gupta & Parth Patel & Arijit De (ed.), Socially Responsible Business Models for International Brands, chapter 3, pages 37-56, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789819814916_0003
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    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm
    • Q0 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General

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