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AI-driven sustainable marketing in gulf cooperation council retail: Advancing SDGs through smart channels

by Salhab, Hanadi , Estaitia, Huda , Huniti, Almotasem Al , Zoubi, Munif , Khrais, Laith T , Morshed, Amer , Harb, Lana

in Access control / AI-driven marketing / Air quality management / Artificial intelligence / Automation / Backup software / Competitive advantage / Computational linguistics / Consumer goods / Consumers / Cooperation / Distribution channels / Emissions (Pollution) / Energy conservation / Energy consumption / Energy efficiency / Environmental sustainability / Ethics / Executives / Forecasting / Forecasts and trends / GCC / GCC retail / Green products / Jordan / Language processing / Logistics / Marketing / Marketing research / Natural language interfaces / PLS-SEM / Privacy / Refuse and refuse disposal / Retail industry / smart distribution channels / smartdistribution channels / Supply / supply chain optimization / Surveys / Sustainability / sustainable development goals / Transparency / Wastes

2025

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AI-driven sustainable marketing in gulf cooperation council retail: Advancing SDGs through smart channels

by Salhab, Hanadi , Estaitia, Huda , Huniti, Almotasem Al , Zoubi, Munif , Khrais, Laith T , Morshed, Amer , Harb, Lana

2025

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AI-driven sustainable marketing in gulf cooperation council retail: Advancing SDGs through smart channels

by Salhab, Hanadi , Estaitia, Huda , Huniti, Almotasem Al , Zoubi, Munif , Khrais, Laith T , Morshed, Amer , Harb, Lana

2025

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Journal Article

AI-driven sustainable marketing in gulf cooperation council retail: Advancing SDGs through smart channels

Salhab, Hanadi,

Estaitia, Huda,

Huniti, Almotasem Al,

Zoubi, Munif,

Khrais, Laith T,

Morshed, Amer,

Harb, Lana

2025

Overview

This paper explores how AI drives GCC sector retail towards the fulfillment of the UN SDGs. Analyzing a survey conducted on 410 retail executives, using PLS-SEM, this study underlines the role of AI in promoting operational efficiency, waste reduction, and consumer engagement with greener products. Key highlights include that AI-enabled marketing strategies improve the adoption of sustainable practices among consumers; AI-powered smart distribution channels enhance supply chain efficiency, reduce carbon emissions, and optimize logistics. For a retailer, practical applications of AI include the use of AI in demand forecasting to potentially reduce waste, personalized marketing to efficiently promote sustainable products, and deploying smart systems that reduce energy consumption. While these benefits are real, data privacy and algorithmic bias remain valid concerns, thus underlining the need for ethics and transparency in the practice of AI. The following study provides actionable insights for GCC retailers on how to align AI adoption with sustainability goals, fostering competitive advantages and environmental responsibility.

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Publisher

MDPI,MDPI AG

Subject

Access control

/ AI-driven marketing

/ Air quality management

/ Artificial intelligence

/ Automation

/ Backup software

/ Competitive advantage