ASSESSING THE ROLE OF ARTIFICIAL INTELLIGENCE IN ENHANCING SUSTAINABLE GREEN MARKETING STRATEGIES IN THE INDIAN SOFTWARE INDUSTRY

Abstract

The current paper examines how Artificial intelligence (AI) may be applied to the process of making green marketing more sustainable within the Indian software market, i.e. how the realization of the environmental and economic agendas may be supported by the employment of data-driven technologies. The type of research design adopted in data collection was a quantitative, cross-sectional and explanatory research design and involved marketing managers, CSR head and data analyst of small, medium and large software firms (n=228). The tools used in this study included correlation, multiple regression and machine learning analytical tools through the application of python based analytic tools in establishing the correlation between AI integration, green marketing effectiveness and sustainability performance. The results indicated that the use of AI is positively correlated with sustainability performance (r = 0.74, p = 0.01) and the predictive analytics and automation became the most powerful predictors of eco-efficient marketing performance. The predictive validity of the results was supported by the fact that the Random Forest model had a R² of 0.67. These findings indicate that AI improves the eco-efficiency, resource optimization, and consumer interaction with intelligent personalization and automated decision-making. The research adds to the literature on sustainability and marketing because it presents empirical research evidence of a service-intensive economy, showing that AI is a potentially transformative technology and strategic facilitator. It finds that sustainable integration of AI can make Indian software companies leaders in ethical and strategic ways of global innovation in the digital world.