Role of Artificial Intelligence in Sustainable Marketing: Trust, Engagement, and Ethical Branding with Generation Z in Mumbai

Role of Artificial Intelligence in Sustainable Marketing: Trust, Engagement, and Ethical Branding with Generation Z in Mumbai Rushin H. Vadhani Research Scholar, Sasmira's Institute of Management Studies and Research (SIMSR), Mumbai Dr. Sanskruti Kadam Associate Professor, Sasmira's Institute of Management Studies and Research (SIMSR), Mumbai ------------------------------------------------------------------------------------------------------------------------------------------------------------------------ Submitted: September 5, 2025 Revised: October 27, 2025 Accepted: November 16, 2025 Published: November 11, 2025 Abstract Marketing is an art as well as a science. It is imperative to marketize the products and services to stay competitive and ensure sustainable development. The globalization, digitalization and Gen Z have influenced the marketplaces to the great extent. The firms have focused on using the high-end technologies to build long-lasting trust and develop ethical brands for better consumer engagement. The present study aims to explore how AI-driven marketing strategies influence trust, perceived authenticity, and engagement levels among Generation Z an emerging customer base known for its digital fluency and social consciousness. The study is empirical in nature. The primary data collected Gen Z consumers through online survey with the help of structured questionnaire. The research finds that AI plays a crucial role in designing in brand perception, building trust when aligned with environmental sustainability and ethical transparency. These findings emphasise the importance of complementing ethical messaging with AI personalization to foster trust and engagement among younger consumers. Keywords: Sustainable Marketing, Artificial Intelligence, Branding, Gen Z Consumers Behaviour, Digital Trust, Ethical Advertising