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Review | Journal of Digital Marketing and Communication | Volume 6 - Issue 2 - 2026 | 318−333 | https://doi.org/10.53623/jdmc.v6i2.1476
© 2026 by the author(s), and is licensed under the Creative Commons Attribution 4.0 International (CC BY 4.0) License Creative Commons Attribution 4.0 International (CC BY 4.0) License

The Role of Artificial Intelligence in Sustainable Marketing: A Systematic Literature Review Between Products and Social Media

Author(s): Ratu Ratna Juwita
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Bachelor of Communication Science Program, Faculty of Law, Social and Political Sciences, Indonesia Open University, Jakarta, Indonesia

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Journal of Digital Marketing and Communication

Volume 6 - Issue 2 - 2026

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The increasing adoption of Artificial Intelligence (AI) in digital marketing has transformed conventional message automation into interactive communication between consumers and intelligent agents. However, the prevalence of greenwashing on social media and limited transparency in AI-driven communication have intensified consumer skepticism toward sustainability claims. This study aims to examine the role of AI as a communication agent in sustainable marketing and develop a conceptual framework for strengthening consumer trust through Meta-Authenticity. A qualitative research approach was employed using a Systematic Literature Review (SLR) guided by the PRISMA 2020 framework. The review examined 21 peer-reviewed journal articles, five theoretical textbooks, supplemented by four methodological references. The selected literature was analyzed using thematic analysis and systematic coding to identify recurring patterns, conceptual relationships, and emerging challenges. The findings indicate that AI-driven communication can enhance the perceived credibility of sustainable products by providing consistent, evidence-based, and technically objective information. However, excessive algorithmic personalization may contribute to sustainable filter bubbles, selective information exposure, and algorithmic greenwashing, potentially undermining consumer trust. This study concludes that effective AI-driven sustainable marketing requires more than technological efficiency and personalized communication. Consumer trust depends on algorithmic transparency, data accountability, and ethical consistency in human–machine interactions. By integrating Human–Machine Communication (HMC) theory and Platform Political Economy, the proposed Meta-Authenticity framework offers a conceptual foundation for developing transparent, accountable, and trustworthy AI-mediated sustainability communication.

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SUBMITTED: 15 October 2026
ACCEPTED: 03 November 2026
PUBLISHED: 7 November 2026
SUBMITTED to ACCEPTED: 19 days
DOI: https://doi.org/10.53623/jdmc.v6i2.1476

Cite this article
Juwita, R. R. (2026). The Role of Artificial Intelligence in Sustainable Marketing: A Systematic Literature Review Between Products and Social Media. Journal of Digital Marketing and Communication, 6(2), 318−333. https://doi.org/10.53623/jdmc.v6i2.1476
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