The Integration of Artificial Intelligence in Marketing Education Within the Context of Education for Sustainable Development (ESD)
Yao Yao, Ziqing Wang · 2025
This chapter examines the integration of artificial intelligence (AI) and education for sustainable development (ESD) within marketing. As AI continues to transform marketing practices and sustainability becomes increasingly critical, marketing education faces new challenges and opportunities. This chapter explores how AI tools, especially generative AI (GenAI), can enhance the teaching of sustainable marketing principles, offering immersive learning experiences that bridge theory and practice. Key challenges are addressed, including AI integration, divergent sustainability definition, and the interplay of AI and ESD. The chapter highlights the need for a balanced approach to AI integration that fosters critical thinking while preparing students for a technology-driven, sustainability-focussed marketing landscape. By analysing recent literature and industry trends, this chapter contributes to the ongoing dialogue on evolving marketing education to meet Industry 4.0 technology demands while integrating sustainability into the content of marketing curricula.