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Artificial Intelligence and Customer-Centric Marketing in Driving Sustainable Business in the Digital Age
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Author(s): Arshi Naim (European Global Institute of Innovation and Technology, Malta), Praveen Kumar Malik (Lovely Professional University, India), Hesham Magd (University of Wolverhampton, UK), Ahmad Yahya Moustafa Shaheen (Arab Academy for Science, Technology, and Maritime Transport, Egypt), Mostafa Mohamad (Zayed University, Abu Dhabi, UAE)and Raghavan Srinivasan (Rushford Business School, Switzerland)
Copyright: 2026
Pages: 22
Source title:
Digital Technologies and Transformations in Public Administration, Engineering, and Sustainable Business
Source Author(s)/Editor(s): Arshi Naim (European Global Institute of Innovation and Technology, Malta), Anuj Kumar (Rushford Business School, Switzerland)and Arya Kumar (KIIT University, India)
DOI: 10.4018/979-8-3373-1534-8.ch001
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Abstract
This paper focuses on the role of Artificial Intelligence (AI) in revolutionizing digital marketing practices, particularly in creating customer-centric strategies that support sustainable business practices. It examines how AI tools, such as machine learning, chatbots, and data analytics, are used to personalize marketing efforts, improve customer engagement, and drive sustainable business growth. The study also analyzes the ethical considerations and challenges of using AI in digital marketing, particularly regarding data privacy and customer trust, and explores how businesses can maintain transparency while benefiting from AI technologies.
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