Mohammed T. Nuseir

Sustainable digital marketing in the United Arab Emeritus (UAE) faces challenges in terms of balancing rapid technological adoption with long-term environmental goals. Many firms struggle to integrate eco-friendly practices into fast-growing online platforms. Limited consumer awareness and inconsistent regulatory frameworks further hinder the shift toward truly sustainable digital strategies. The current study addressed this problem in artificial intelligence (AI) adoption, which has rarely been addressed in sustainable digital marketing among the telecommunication companies working in the UAE. Therefore, the objective of this study is to examine the role of AI adoption in sustainable digital marketing through the promotion of smart distribution channels (SDCs), sustainable employee intention, and employee behavior. Primary data was collected using a structured questionnaire distributed among the employees of Etisalat and du in the UAE. Three hundred (300) valid responses were received, which were used for data analysis via PLS-SEM. Findings of the study proposed that AI adoption is key to promoting sustainable digital marketing through the promotion of SDCs, sustainable employee intention, and employee behavior. These results provide valuable insights for the policymakers to address the problem of sustainable digital marketing.