Abstract

The rapid integration of Artificial Intelligence (AI) into digital marketing has significantly transformed how consumers interact with advertising. This study explores how AI-powered advertising influences sustainable consumer behavior among U.S. college students. Using a structured questionnaire administered to 52 students across various disciplines and states in the U.S, the research examines the extent of exposure to AI-personalized ads, their correlation with attitudes toward sustainability, and predictive influence on sustainable purchasing intentions. Descriptive statistics and inferential analysis (correlation and regression) were applied to analysze the data. Results show moderate exposure towards AI-generated advertising, non-significant but positive correlation with sustainable attitudes, and weak predictive ability on purchase intentions. These findings show that while there is potential in using AI in promoting sustainability, there could be limited potential in changing the behavior towards young consumers unless there is more value alignment.