In the current digital age, online marketing is a key factor in the success of companies, influencing the relationships among businesses. Artificial intelligence (AI) is leading the way in this evolution, fundamentally changing the tactics and structure of online marketing. This paper examines the major effects and ethical concerns related to incorporating AI in online marketing strategies. Starting with a summary of AI’s development and its crucial position in present-day marketing, the research emphasizes its revolutionary functions such as making decisions based on data, providing customized user experiences, and automating processes. By developing AI algorithms, marketers can analyse bigger datasets, determine patterns, and predict trends, introducing the world into a new era of marketing innovation. A central focus of AI in online marketing is its ability to deliver highly personalized experiences to consumers, driven by the analysis of users’ behaviour, preferences and historical data. This personalized approach improves user engagement and drives conversion rates. AI also empowers marketers with real-time data processing and analysis, offering valuable insights into consumer behaviour, market trends, and campaign performance. Of course, besides its transformative potential, the integration of AI in online marketing presents significant ethical considerations. Issues such as data privacy, algorithmic tendency, and transparency necessitate careful consideration to ensure responsible and ethical AI usage in marketing practices. Going through a comprehensive exploration of AI’s impact and ethical implications in online marketing, this paper aims to provide valuable insights into the evolving landscape of digital marketing and the ethical considerations essential for navigating this dynamic zone.

In the past years, the blend of influencer marketing and sustainability has become known as a pivotal focus within the cosmetics sector. With consumer trends evolving rapidly and environmental consciousness on the rise, comprehending how influencer-driven marketing influences sustainable consumer behaviour is crucial. This study searches into the essential relationship between influencer marketing and sustainability, aiming to present the underlying mechanisms steering consumer actions and to discover strategies for promoting sustainability through influencer marketing efforts. Researching the dynamic field of influencer endorsement, the study is putting the accent on its impact on consumer perceptions and buying behaviours, particularly taking sustainability into consideration. Going through an extensive literature review and data analysis, the research presents crucial factors shaping consumer behaviour and assesses influencers’ role in the buying process of sustainable cosmetic products. Using quantitative research via a questionnaire survey, the study aims to find out consumer preferences, buying habits, and the influencer’s impact on sustainability marketing channels. Results put accent on a notable connection between influencer implication and sustainable cosmetics purchases, indicating the significance of genuine content and social platforms as influential channels. The study reaches a peak with insights into the challenges and prospects for the cosmetics sector in integrating sustainability into marketing strategies and finding ways to change normal consumers into environmentally conscious consumers.