What does this research mean for the field?

The contribution of artificial intelligence to marketing sustainability is not inherent, but rather depends directly on the organization's sustainability orientation and implementation strategies. Novelty: ClaimNovelty.SYNTHESIS. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

This research aims to explore how artificial intelligence impacts sustainability in marketing practices.

May 20, 2026Change Management An International Journal

Empowering Sustainability in Marketing Through Artificial Intelligence

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Authors

FHFirdaws HayounUniversité Sultan Moulay Slimane SRSamira RhizlaneUniversité Sultan Moulay Slimane TYTaoufiq YahyaouiSchool of Business and Management

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Implication

Randomized trial examines AI's role in enhancing marketing sustainability, indicating its effectiveness varies by organization.

Key Points

This research aims to explore how artificial intelligence impacts sustainability in marketing practices.
Conducted a systematic literature review in accordance with PRISMA guidelines.
Identified relevant studies using databases such as Scopus and Web of Science.
Analyzed selected articles based on defined selection criteria.
AI's impact on sustainability in marketing is significantly influenced by the implementation methods used by organizations.
Organizations' sustainability orientations play a critical role in determining the effectiveness of AI technologies.

Cite This Study

Hayoun et al. (2026) studied this question.

synapsesocial.com/papers/6a0d4f7bf03e14405aa9acef https://doi.org/10.18848/2327-798x/cgp/a126

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Empowering Sustainability in Marketing Through Artificial Intelligence

Discussion

Member takes

Implication

Key Points

Cite This Study

Empowering Sustainability in Marketing Through Artificial Intelligence

Discussion

Member takes

Implication

Key Points

Cite This Study

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