Objective: To determine the contribution of artificial intelligence in bringing about radical transformations in the marketing of sustainable energy services and green offerings. Theoretical Framework: The study explores how AI helps address challenges in green energy marketing. It then examines successful applications across various market sectors. Finally, it offers guidelines for ethical and environmentally responsible AI use. The goal is to align sustainability marketing with broader environmental objectives. Method: This study adopted an inductive methodology, employing a descriptive-analytical approach to examine concepts related to artificial intelligence, the marketing of green offers and sustainable energy services. It draws on interdisciplinary research from marketing science, environmental psychology, and computer science to develop actionable insights for practitioners and policymakers Results and Discussion: This study concludes that AI presents both a major opportunity and responsibility in sustainable energy marketing. When well-designed, AI can drive the transition to green energy. Its success depends on more than just technological efficiency. Environmental impact, social equity, and long-term goals must also be considered. A holistic and responsible approach is essential. Research Implications: The While artificial intelligence technologies have proven effective in reducing energy waste in marketing processes, they also present significant environmental challenges. Notably, the training of large-scale AI models can be highly energy-intensive, with emissions reaching up to 552 tons of carbon dioxide—raising concerns about the sustainability of AI-driven marketing practices. Originality/Value: Future progress relies on overcoming key challenges, notably the creation of standardized metrics to evaluate AI’s sustainability impact. Bridging research gaps in cross-cultural effectiveness is also essential. Inclusive solutions must address diverse population needs. Industry success requires supportive, responsible, and forward-thinking policies.
Ilhem et al. (Mon,) studied this question.