In recent years, the business landscape has been significantly transformed by the emergence of advanced technologies, many of which have contributed to the sustainability of various business sectors. Among these technologies, Artificial Intelligence (AI) has been recognized as a fundamental force reshaping how organizations operate across multiple domains, including marketing. Notable changes in marketing practices have been observed with the adoption of AI technologies. The article explores the intersection of sustainability, AI, and marketing by examining how AI contributes to the sustainability of marketing practices. To achieve this objective, a systematic literature review (SLR) was conducted in accordance with the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines. The review process was carried out in four stages. First, relevant studies were identified using major academic databases, including Scopus, Web of Science, ScienceDirect, and JSTOR. Second, the retrieved literature was screened to determine its relevance. Third, selection criteria (e.g., document type, language, and publication year) were applied to refine the dataset. Finally, the selected articles were analyzed in depth. The findings reveal that AI plays a dual role. Its contribution is not inherent but largely depends on how it is implemented within organizations. In other words, the impact of AI on marketing sustainability is directly linked to the organization’s sustainability orientation.
Hayoun et al. (2026) studied this question.