Artificial intelligence and customer-centric marketing in driving sustainable business in the digital age
Document Type
Article
Source of Publication
Digital Technologies and Transformations in Public Administration Engineering and Sustainable Business
Publication Date
7-3-2025
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.
DOI Link
ISBN
[9798337315348, 9798337315362]
Publisher
IGI Global
First Page
1
Last Page
22
Disciplines
Computer Sciences
Keywords
Artificial Intelligence, customer-centric marketing, digital marketing, sustainable business, data privacy
Scopus ID
Recommended Citation
Naim, Arshi; Malik, Praveen Kumar; Magd, Hesham; Shaheen, Ahmad Yahya Moustafa; Mohamad, Mostafa; and Srinivasan, Raghavan, "Artificial intelligence and customer-centric marketing in driving sustainable business in the digital age" (2025). All Works. 7549.
https://zuscholars.zu.ac.ae/works/7549
Indexed in Scopus
yes
Open Access
no