The Green Paradox: Unpacking AI's Influence on Eco-Conscious Brands

Abstract

This paper dives into the complex ways Artificial Intelligence (AI) is shaping green branding, using a qualitative approach to reveal both exciting opportunities and significant hurdles. As more and more consumers seek out sustainable products and practices, brands are increasingly adopting an environmentally friendly stance. At the same time, AI is transforming how businesses market and communicate. This exploration examines how AI affects the genuine nature, openness, personalized messaging, and operational effectiveness of green branding efforts, while also looking closely at the ethical dilemmas and potential for misleading "greenwashing" that can come with using AI. Through a thorough look at existing research, this paper argues that while AI provides powerful tools to improve green brand communication and performance, its intricate nature demands careful thought to ensure true environmental responsibility and prevent damaging consumer trust.