AI and Blockchain-Enhanced Marketing Mix for Sustainability

Abstract This paper explores how Artificial Intelligence (AI) and blockchain enhance sustainability within the marketing mix, driving product personalization, pricing fairness, promotion authenticity, and distribution accountability. AI's advanced data analysis and blockchain's secure verification enable hyper-personalized products, efficient resource use, and reduced environmental impact. Dynamic pricing supported by digital tokens allows multidimensional value representation that combines use and exchange values, transcending the current amoral limitation of money and fostering greater consumer trust. In promotion, AI improves campaign precision, while blockchain ensures authenticity, counters misinformation, and promotes ethical engagement. AI-driven logistics and blockchain-based supply chain transparency enable accountable distribution that minimizes waste and optimizes resources. Together, these technologies uphold privacy, transparency, and competitiveness, with tokenization and smart contracts incentivizing ethical entrepreneurship and creating a pragmatic alignment between individual choices and collective action, challenging exploitative business models to support sustainability. Digital decentralization emerges as an underlying ethical principle in the current technological evolution. It ensures a blockchain-based transparent and participatory structure that prevents centralized monitoring practices that threaten individual freedoms, especially in the face of exponential AI advancements.