Dr. Najwan Adileh, Assistant Professor in the Shucri Ibrahim Dabdoub Faculty of Business Administration, published a book chapter titled “The Role of Artificial Intelligence in Marketing Sustainability.” The chapter appears as the opening contribution in the newly released book “Sustainability in Light of Governance and Artificial Intelligence Applications.”
In this work, Dr. Adileh explores how the integration of artificial intelligence (AI) in marketing offers new opportunities for advancing business development while supporting long-term sustainability goals. The chapter discusses AI’s transformative role in enhancing work efficiency, analyzing consumer behavior patterns, and creating personalized communication strategies.
The research emphasizes that when applied thoughtfully, AI can strengthen marketing sustainability, which aims to align marketing activities with environmental, social, and economic objectives. However, the chapter also addresses the significant challenges associated with this integration, including concerns about privacy, algorithmic bias, and ethical responsibility.
Drawing on an extensive literature review, Dr. Adileh examines both the opportunities and the obstacles at the intersection of AI and sustainable marketing. The chapter offers insights into future marketing practices that can drive meaningful, ethical, and sustainable outcomes in a rapidly evolving business environment.
Bethlehem University congratulates Dr. Adileh on this academic achievement, which contributes valuable knowledge to the growing global conversation on technology, ethics, and sustainable business practices.
Read the chapter here.