Innovative approaches to digital marketing: using artificial intelligence to achieve sustainable development of enterprises

The article explores the integration of artificial intelligence into digital marketing practices as a means of promoting the sustainable development of enterprises. The purpose of the study is to analyze the potential of marketing innovations based on the use of artificial intelligence in the context of achieving the environmental, economic, and social dimensions of sustainability. The authors propose a structured analytical approach that classifies key AI-based digital marketing tools by functional type, assesses their contribution to sustainable development, and identifies associated risks and limitations. The research method is a systematic review of scientific publications in open-access academic databases, which enabled the identification of scientific and practical trends in the implementation of AI across various digital marketing strategies. The article demonstrates how the adoption of AI-powered digital marketing tools – including social media marketing, content generation, personalized messaging, chatbots, recommendation systems, email campaigns, and consumer behavior analytics – enhances customer-centricity, improves economic efficiency, reduces environmental impact, and strengthens the social responsibility of businesses. The study offers a critical overview of the ethical, legal, organizational, and technological challenges associated with AI implementation. Based on the analysis, the authors systematize potential risks and outline the conditions for responsible and effective AI use in marketing processes. The scientific novelty lies in combining marketing innovation theory with sustainable development principles through the lens of artificial intelligence. The proposed classification of AI tools, aligned with sustainability goals, provides a new analytical foundation for further theoretical and applied research in marketing. The practical value lies in developing a methodological framework for selecting marketing tools that support sustainable development while minimizing associated risks. The conclusions emphasize the need for further interdisciplinary research into adaptive AI-based marketing models and evaluation of their long-term impact on business sustainability. The findings contribute to the academic discourse on the role of digital transformation in promoting responsible, future-oriented enterprise development.