AI-Powered personalization and its impact on sustainable consumer behaviour in digital marketing

Department of Master of Computer Applications, Nitte Meenakshi Institute of Technology, Nitte Deemed to be University, Bengaluru, India.

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Abstract

While AI-driven personalization is revolutionizing e-commerce, it must be matched with sustainability. This paper has explored how AI, utilizing recommendation systems, machine learning and natural language processing, can process information in order to nudge pro-environmental choices and mitigate waste and overconsumption. The focus is on how AI will contribute to greener purchases, less returns and a more circular economy. With mixed methods, the case studies evaluate platforms blending personalization with sustainability across a set of key performance indicators e.g. conversion rates, retention, carbon footprint reduction and product lifecycle optimization. Benefits are evident, but issues of privacy, bias and ethics persist. The research highlights the importance of ethical, sustainable AI that can deliver personalized content without adding to environmental issues.