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28. March 2024

AI as the key to sustainable marketing

28. March 2024
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evernine editorial team

Sustainability is the megatrend in marketing, with green marketing increasingly taking centre stage. AI can help to collate valuable insights and use them sensibly to make marketing messages sustainable, as Evernine shows.

Sustainability is the topic in marketing today, alongside the omnipresent artificial intelligence. Can both trends be profitably combined? Sustainability is not limited to ecology, but also includes sustainable growth and the entire corporate social responsibility (CSR) of companies.

Many media planners and agencies are now prioritising sustainability, with new concepts such as corporate digital responsibility also coming into play. The Federal Association of the Digital Economy has drawn up a corresponding guideline in the form of the ‘CDR Building Bloxx’. Sustainability is thus increasingly becoming a mandatory programme in the digital and advertising industry, although it is always important to avoid greenwashing.

 AI offers a range of potential for green marketing

A year ago, OpenAI not only caused a worldwide sensation with ChatGPT, but also unleashed an avalanche of innovations. The range of possibilities for green marketing is also vast. This starts, for example, with topic-related research into environmental data. Even more exciting, however, are data analysis and information on user behaviour in order to develop tailored solutions and marketing messages. For example, people who eat a vegetarian diet or want to live as ‘green’ as possible are more likely to trust a brand or a product from the region.

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With AI-supported measures, companies can achieve real sustainability - and avoid greenwashing. Image source: Adobe Stock / tanaonte.

From this, AI can be used to generate customised marketing content for even more targeted campaigns, even fully automated via programmatic advertising. AI can also help companies to improve their own ecological footprint and that of their supply chains in order to successfully market this according to the motto ‘Do good and talk about it’. For the innovation and communications consultancy Evernine and the young partner company planeed, which has developed an app for ecological and social sustainability, it is clear that communication must follow their own actions. Both companies have already been able to win many a B2B customer for this and advise other companies on how they can identify corresponding potential and optimally integrate it into their marketing strategies.

 

The two partners are already using generative artificial intelligence (GenAI) for research, text and image creation in many cases. However, handling this and using the content generated by the AI requires experience and extensive expertise. The relevance of agencies will therefore increase even further. Evernine is convinced of this!


Further information about Evernine and planeed and how you and your sustainability communication can benefit from the collaboration can be found here!

Source cover picture: Adobe Stock / Turhan

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