The Mediating Role of Generative AI in Transformative Marketing for Sustainable Development

Authors

DOI:

https://doi.org/10.17010/ijom/2026/v56/i2/175697

Keywords:

generative artificial intelligence, marketing innovation, personalization, sustainable development goals, sustainability, transformative marketing.
Publication Chronology: Paper Submission Date : August 10, 2025 ; Paper sent back for Revision : December 22, 2025 ; Paper Acceptance Date : January 15, 2026 ; Paper Published Online : February 15, 2026.

Abstract

Purpose : This study aimed to offer an understanding of how sustainable development, technology, and marketing are connected by demonstrating how generative AI (GenAI) can create game-changing marketing practices to increase profits and support the environment. Additionally, this study sought to facilitate the understanding of the GenAI mediator between transformative marketing practices and sustainable development goals.

Methodology : The investigation under analysis was quantitative and descriptive. A cross-sectional survey design used to gather 548 sample information of various sample of marketing executives (N = 196), consumers (N = 224), shareholders (N = 56), and suppliers (N = 72). The reactions were gained on a structured questionnaire in terms of a 5-point Likert scale. In this approach, statistical analysis was used, using the AMOS version 23, which measures the systematic method of evaluating the hypothesized associations.

Findings : GenAI could be used in conjunction with sustainability marketing to improve its effectiveness, originality, and effectiveness. Firms would be forced to face difficulties and adjust to conditions in the industry to exploit this technology in the realization of SDGs.

Practical Implications : For people working in the industry, the research demonstrated that by exploiting GenAI, marketing results, consumer interactions, and social outcomes of the campaign can be significantly improved. To implement AI in their organization, companies could develop specific sustainability-oriented marketing campaigns, streamline content creation, and determine the current effect of their actions on SDGs.

Originality : The evidence gave scholars, research professionals, and corporate managers practical application of AI to propel innovative and sustainable marketing campaigns.

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Published

2026-02-15

How to Cite

Kulshrestha, D., Bawa, S. S., Madaan, G., Singh, A., & Kunal, K. (2026). The Mediating Role of Generative AI in Transformative Marketing for Sustainable Development. Indian Journal of Marketing, 56(2), 27–43. https://doi.org/10.17010/ijom/2026/v56/i2/175697

Issue

Volume 56, Issue 2, February 2026

Section

Articles
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