AI-Driven Marketing and Sustainable Development in the Fragrance Industry

Artificial intelligence (AI) has become a central driver of sustainable development and is increasingly used to enhance marketing strategies within the fragrance industry. This narrative review examines how AI-driven marketing contributes to the advancement of Sustainable Development Goals (SDGs), particularly SDG ۸, SDG ۹, SDG ۱۲, and SDG ۱۳. AI supports SDG ۸ by improving productivity and product development, and strengthens SDG ۹ through innovation, waste reduction, and more efficient supply chain management. Regarding SDG ۱۲, AI aligns production with real consumer demand, minimises resource waste, and promotes responsible consumption. AI also contributes to SDG ۱۳ by helping companies monitor environmental impacts and adopt eco-friendly marketing practices. Despite the growing interest in sustainability, the fragrance sector continues to face transparency challenges and an attitude–behaviour gap, where the company. Consumer concerns do not consistently translate into sustainable purchasing actions. AI-based tools help address these issues by analysing consumer behaviour, reducing errors, and narrowing information gaps. Overall, the findings indicate that AI holds strong potential to reinforce sustainable marketing practices and support the fragrance industry’s transition toward environmentally responsible strategies.

کلیدواژه ها:

Marketing ، Artificial Intelligence (AI) ، Sustainable Development Goals ، fragrance Industry ، Sustainable Marketing