ISSN2320-2882
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Paper Title
Toward Sustainable Consumer-Centric Marketing: The Role of Artificial Intelligence in Personalized and Ethical Brand Engagement
Authors
Praveen Kumar , Dr. Kunal Patil
Keywords
Personalization, Artificial Intelligence, Ethics, Brand Engagement, Sustainability, Consumer-Centric Marketing, Consumer-Brand interactions
Abstract
By enabling brands to offer highly personalised experiences that increase engagement and loyalty, AI-driven personalisation is changing consumer-centric marketing. Artificial intelligence (AI) has evolved into an essential resource for marketing strategies as consumer demand for tailored interactions expands and data-driven insights help to build more important brand-customer links. Emphasising its relevance for contemporary brand engagement, the paper investigates how artificial intelligence is transforming personalisation.
Emphasising its impact on consumer engagement, this research aims to provide a thorough review of the present literature on AI-driven personalisation. The paper compiles data from several sources to examine how AI technologies such as machine learning, predictive analytics, and natural language processing improve marketing strategies by means of tailored advertising, personalised recommendations, and dynamic content distribution. This study uses journal studies and scholarly research articles for a meticulous examination of the literature. To ensure an in-depth examination of the topic, sources were selected for their relevance to AI-driven personalisation and brand interaction. Studies show that by developing deeper connections, increasing brand loyalty, and improving customer experiences, AI-driven personalisation greatly improves consumer-brand interactions. Still, major determinants of customer trust are data privacy concerns, questions of ethics, and algorithmic biases.
This paper synthesises critical insights to improve comprehension of AI's function towards sustainable consumer-centric marketing and offers brands solutions to personalisation concerns. Future research should look at consumer opinions on trustworthy AI frameworks, consumer personalisation of AI, and the combination of AI with subsequent technologies to improve marketing methods
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How To Cite
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IJCRT — journal style
"Toward Sustainable Consumer-Centric Marketing: The Role of Artificial Intelligence in Personalized and Ethical Brand Engagement", IJCRT - International Journal of Creative Research Thoughts (www.ijcrt.org), ISSN:2320-2882, Vol.14, Issue 3, page no.a316-a325, March 2026, Available :https://ijcrt.org/papers/IJCRT2603040.pdf
APA — 7th edition
Kumar, P., & Patil, K. (2026). Toward Sustainable Consumer-Centric Marketing: The Role of Artificial Intelligence in Personalized and Ethical Brand Engagement. International Journal of Creative Research Thoughts, 14(3), a316-a325. https://ijcrt.org/viewpaperforall.php?paper=IJCRT2603040
MLA — 9th edition
Kumar, Praveen, and Kunal Patil. "Toward Sustainable Consumer-Centric Marketing: The Role of Artificial Intelligence in Personalized and Ethical Brand Engagement." International Journal of Creative Research Thoughts, vol. 14, no. 3, 2026, pp. a316-a325, https://ijcrt.org/viewpaperforall.php?paper=IJCRT2603040.
Chicago — 17th, bibliography
Kumar, Praveen, and Kunal Patil. "Toward Sustainable Consumer-Centric Marketing: The Role of Artificial Intelligence in Personalized and Ethical Brand Engagement." International Journal of Creative Research Thoughts 14, no. 3 (2026): a316-a325. https://ijcrt.org/viewpaperforall.php?paper=IJCRT2603040.
Harvard — author–date
Kumar, P. and Patil, K. (2026) 'Toward Sustainable Consumer-Centric Marketing: The Role of Artificial Intelligence in Personalized and Ethical Brand Engagement', International Journal of Creative Research Thoughts, 14(3), pp. a316-a325. Available at: https://ijcrt.org/viewpaperforall.php?paper=IJCRT2603040
IEEE — numbered reference
P. Kumar and K. Patil, "Toward Sustainable Consumer-Centric Marketing: The Role of Artificial Intelligence in Personalized and Ethical Brand Engagement," IJCRT, vol. 14, no. 3, pp. a316-a325, Mar. 2026.
Vancouver — biomedical
Kumar P, Patil K. Toward Sustainable Consumer-Centric Marketing: The Role of Artificial Intelligence in Personalized and Ethical Brand Engagement. IJCRT. 2026 Mar;14(3):a316-a325.
AMA — 11th edition
Kumar P, Patil K. Toward Sustainable Consumer-Centric Marketing: The Role of Artificial Intelligence in Personalized and Ethical Brand Engagement. IJCRT. 2026;14(3):a316-a325. Accessed at https://ijcrt.org/viewpaperforall.php?paper=IJCRT2603040
BibTeX — Zotero, Mendeley, LaTeX
@article{IJCRT2603040,
author = {Praveen Kumar and Kunal Patil},
title = {Toward Sustainable Consumer-Centric Marketing: The Role of Artificial Intelligence in Personalized and Ethical Brand Engagement},
journal = {International Journal of Creative Research Thoughts},
volume = {14},
number = {3},
pages = {a316-a325},
year = {2026},
month = {March},
issn = {2320-2882},
url = {https://ijcrt.org/viewpaperforall.php?paper=IJCRT2603040}
}
RIS — EndNote, RefWorks
TY - JOUR
AU - Kumar, Praveen
AU - Patil, Kunal
TI - Toward Sustainable Consumer-Centric Marketing: The Role of Artificial Intelligence in Personalized and Ethical Brand Engagement
T2 - International Journal of Creative Research Thoughts
JA - IJCRT
VL - 14
IS - 3
PY - 2026
SN - 2320-2882
UR - https://ijcrt.org/viewpaperforall.php?paper=IJCRT2603040
SP - a316-a325
ER -
Issue
Volume 14 Issue 3,
March-2026
Pages : a316-a325
Article Information
- Pages
- a316-a325
- Published
- March 2026
- Registration ID
- IJCRT_302268
- Published Paper ID
- IJCRT2603040
- Research Area
- Management All
- Author Type
- Indian Author
- Location
- Mumbai, Maharashtra, India
- Peer Review
- Request Peer Review Report
- Licence
- CC BY 4.0 · Open Access
- ISSN & Impact Factor
- 2320-2882 · IF 9.17
- Downloads
- 192
- Permanent Link
- https://ijcrt.org/viewpaperforall.php?paper=IJCRT2603040
- Published Paper PDF
- https://ijcrt.org/papers/IJCRT2603040.pdf
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