USING ARTIFICIAL INTELLIGENCE TO INCREASE SOCIAL RESPONSIBILITY OF CRAFT BUSINESS AS A STRATEGY FOR SUSTAINABLE BRAND DEVELOPMENT
DOI:
https://doi.org/10.32782/city-development.2025.4-19Keywords:
marketing, business, brand, branding, strategy, corporate strategy, artificial intelligence, AI, corporate social responsibility, sustainable developmentAbstract
The article explores the relationship between the implementation of artificial intelligence technologies and the implementation of the principles of business social responsibility in the context of sustainable brand development. The theoretical foundations of sustainable development are substantiated, which provide a harmonious combination of economic efficiency, social justice, environmental feasibility and authenticity, which ensures uniqueness and trust in the brand. The impact of AI on the transformation of marketing practices, automation of business processes, personalization of communications and optimization of production and logistics processes is analyzed, which is especially important for startups with limited resources. The role of business social responsibility as the foundation of trust, reputation and competitiveness of the brand is considered, which includes ethical communication, support for social initiatives, creation of fair working conditions and protection of the environment. In the conditions of war in Ukraine, social programs become a priority, and the integration of AI allows for the effective planning and implementation of humanitarian and environmental projects. Particular attention is paid to ethical branding, which forms transparent, honest and socially responsible relationships with consumers, increases trust, loyalty and reputational value of the company. It is shown that the synergy of AI and CSR creates additional value, allowing to simultaneously increase technological efficiency and socio-ecological responsibility. A systematic table of the relationship between the components of sustainable brand development is presented, which includes environmental safety, economic stability, social well-being, authenticity and ethical branding. The key challenges of implementing AI are considered, in particular algorithmic bias, risks of human rights violations, socio-economic inequality and the need to form a regulatory framework. It is concluded that the integration of artificial intelligence and social responsibility is a strategic prerequisite for the development of modern brands, which allows achieving economic results, increasing reputational capital, building trust and ensuring sustainable development in social and environmental dimensions.
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