The transformative impact of artificial intelligence and the new perspectives it offers have also profoundly influenced the sustainability-based strategies of organizations and brands. In this context, it has not only made a significant contribution to transforming all initiatives carried out within the framework of green marketing into data-driven and manageable business models, but has also played a catalytic role in their development. On the other hand, while greenwashing activities have emerged as a major barrier to the effectiveness of sustainability efforts, the dual-sided effects of artificial intelligence in this regard have also become a notable topic in recent years. In this context, how organizations integrate artificial intelligence into their sustainability initiatives, and how these two evolving fields influence and transform one another, has emerged as a compelling topic in both academic and practical circles. This section aims to explore how organizations leverage the convergence of sustainability and artificial intelligence, highlighting the transformative impacts of this integration. First, the effects and evolution of environmental factors within the marketing ecosystem will be examined and explained. The following section will address artificial intelligence and green consumer behavior.  Building on this, the chapter will address understanding consumers through AI, message design, segmentation and customer profiling using deep learning and machine learning, as well as personalized green messages and demand models. The remainder of the chapter presents two business case studies that incorporate AI into their sustainability initiatives. Finally, the chapter discusses how artificial intelligence is perceived and positioned in greenwashing activities. To this end, the chapter discusses the transformative impact of sustainability and artificial intelligence, focusing on the synergy created by the integration of these two forces. The chapter concludes by discussing the evolving role and impacts of artificial intelligence in sustainability, exploring future projections along with recommendations and evaluations.