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From Theory to Practice: Narrative Case Study Analysis for AI-Powered Personalization in Sustainable Branding Strategies

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Issue Abstract

Abstract

Generative AI for Eco-Friendly Campaigns: Case Studies in Digital Marketing Innovation is a detailed review that looks at how generative artificial intelligence connects sustainability ideas with real-world, large-scale environmental marketing efforts. The main goal is to create a GenAI Green Marketing Maturity Model that shows how companies move from just meeting basic environmental rules to running advanced campaigns that actually help the environment. This study answers three key questions: How can GenAI help create highly personalized sustainability messages for a large audience? What frameworks can turn green marketing theory into real business results? And how can we manage ethical risks when using AI to make environmental claims? The review uses a careful method of putting together stories from 5 Indian case studies published between 2023 and 2026, covering businesses in retail, everyday consumer goods, and technology. Examples include ITC's AI system that personalizes eco-friendly packaging, Reliance Retail's tool that predicts what customers prefer for sustainability, and Tata Consumer Products' AI-powered tool for creating eco-friendly campaigns. These examples show real results: ITC reduced waste by 28% using personalized packaging suggestions, Reliance Retail saw a 22% increase in green product adoption through customer insights, and Tata's GenAI campaigns led to 35% better engagement with sustainability messages. The study recommends training AI systems with environmental, social, and governance values, making sure claims are clear, combining customer engagement with emissions data, and setting up teams to handle risks like misleading green claims and high energy use in AI.

Key words: Generative AI, Sustainable marketing, green marketing, Personalization, Maturity model, Digital transformation.

Author Information
Dr. N. Ramu Professor, Department of Commerce, Annamalai University. Renjitha Johnson Research Scholar, Annamalai University, Annamalai nagar.
Issue No
3
Volume No
6
Issue Publish Date
05 Mar 2026
Issue Pages
74

Issue References

References

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  2. Janhonen, A., & Uusitalo, O. (2024). Generative AI and sustainable consumption narratives. Sustainable Marketing Review, 6(1), 21–39.

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  4. Kumar, S., & Nair, V. (2025). AI-driven sustainable logistics: A case study of ITC Limited. International Journal of Research and Analytical Reviews, 12(1), 112–125.

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  10. Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97–121.

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