Convergence of AI and sustainable marketing: a literature review and a case study on sustainable tourism

The search for innovative solutions to increase sustainability of products, services, business models and operations is gaining increasing attention in the academic and industrial world. Of all emerging technologies, AI is rapidly gaining popularity as a possible solution to increase sustainable practices. In this work we will investigate AI’s impact on sustainable marketing practices. The research is based on a systematic literature review using Scopus database with the aim to understand whether AI use in relation to marketing could be beneficial for our current environmental situation whilst ensuring appropriate returns for business operations. Moreover, we will analyse a single case study related to sustainable tourism.