What question did this study set out to answer?

To adapt existing marketing frameworks by integrating sustainability into their structure and practice.

May 13, 2026Revue Marocaine de Recherche en Management et Marketing0 citationsOpen Access

Integrating Sustainability Into AI-Driven Marketing: A Framework Adaptation

STSALMA TAOUILMohammed V University JBJihane BAKKALIMohammed V University

Key Points

To adapt existing marketing frameworks by integrating sustainability into their structure and practice.
Review existing marketing frameworks, particularly Huang and Rust (2020).
Integrate literature-based suggestions to enhance sustainability dimensions.
Focus on environmental, social, and economic aspects of marketing.
Framework adaptation creates a more sustainable approach to marketing.
Addresses key environmental issues alongside social and economic concerns.
Aims to align marketing strategies with global sustainability goals.

Abstract

The relationship between AI and sustainable marketing has been understudied in literature, especially when it comes to existing frameworks that lack a sustainable dimension to them. Sustainability is an important aspect that should now be integrated into marketing frameworks to improve marketing practices while addressing environmental, social and economic issues. This paper suggests an adaptation of an existing framework (Huang and Rust, 2020); by integrating literature-based suggestions to make this framework more sustainable, this adaptation integrates environmental, social and economic dimensions which represent the 3 pillars of sustainability. The objective is to help companies be more sustainable by managing their marketing strategies in a way that can be beneficial for them while also contributing to global sustainability goals.

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