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AI and sustainability: The opportunity for brands
Journal of AI, Robotics & Workplace Automation,
2
(3),
202-214
(2023)
Abstract
The opportunity to advance green initiatives with advanced technologies is endless, and this new area of growth will bring a number of revenue opportunities. Consumers, governments, and special interest groups are willing to reward brands for their sustainable practices, in which artificial intelligence (AI) can play a major role. AI can be a force for good and lift how a brand is perceived — but it has to be championed internally by proving its ROI, using the right vendors, and being properly implemented and well-communicated to consumers. As AI can help synthesise large amounts of data and automate tasks, it brings new possibilities for advancing green initiatives. Because of environmental concerns across the globe, such as greenhouse gas (GHG) emissions and pollution, governments and corporations are championing these initiatives. For example, over 5,000 companies enrolled in the United Nations’ Race to Zero campaign in 2020; this initiative seeks to secure commitments to reduce GHG emissions.
Keywords: artificial intelligence; AI; marketing; sustainability; green; branding; promoting sustainability; AI sustainability
The full article is available to subscribers to the journal.
Author's Biography
Carly Fink is the President of Provoke Insights, a market research company specialising in branding, advertising and content marketing initiatives. With 20 years’ experience, Carly has worked extensively in marketing strategy, competitive analysis and innovative and traditional research across a variety of industries. Carly previously worked at Harris Interactive, J. Walter Thompson and Grey Advertising. Carly has taught advertising strategic planning, marketing and market research at Baruch College and New York University. She has contributed to multiple articles, scholarly journals and books and has spoken at several conferences. Carly graduated from Lafayette College with honours and was awarded a dual MS from Boston University in applied communication research and advertising. She also received her MBA in marketing at Baruch College.
Jeremy Goldman , Chief Executive Office and Founder of Futureproof and a Futurist, has been working with companies looking to take their operations online and inject ‘social’ into their processes for over a decade. Under Jeremy’s leadership, Kiehl’s won the 2009 WebAward for Outstanding Achievement in Web Development, achieved a Top 25 ranking in the L2 Digital IQ Index in the Beauty & Skincare category, and received a Top 50 Facebook IQ ranking among all luxury brands. While at TEMPTU, Jeremy developed a partnership between TEMPTU and Beyoncé’s Deréon fashion line that resulted in TEMPTU’s largest-ever sales period. During his tenure, TEMPTU won the ICMAD Award for Website Innovation, and went on to help found a luxury division at Unilever. Jeremy earned his MBA in information systems and marketing at the University of Maryland’s Robert H. Smith School of Business. His views have been featured in publications such as Mashable, Wall Street Journal, Smart Money, ReadWriteWeb, The Next Web, The Star-Ledger and Internet Retailer Magazine, and his campaigns have been featured in Gawker and Ads of the World. Jeremy’s first book, Going Social: Excite Customers, Generate Buzz, and Energize Your Brand with the Power of Social Media was released by AMACOM Books in November 2012, hitting the No. 1 spot on Kindle for social media and business. In his spare time, Jeremy blogs and curates news daily to his Twitter following of 55,000.
