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In an increasingly digital and interconnected world, brands are exploring AI-driven strategies to engage consumers, shape brand perception, and drive sustainable practices.

This project seeks to examine how AI-powered branding can foster sustainable consumer behaviour and contribute to achieving the United Nations Sustainable Development Goals (SDGs).

Building on concepts from branding, digital marketing, and sustainability, this research will explore the potential of AI in creating personalised, responsible branding strategies. The selected student will investigate how AI can drive sustainable consumer choices by analysing digital interactions, creating adaptive marketing content, and promoting transparency in the supply chain. The research will also examine how AI can support brands in addressing SDGs, particularly those focused on responsible consumption, climate action, and economic growth.

The potential research questions for the project are:

1. How can AI-driven branding strategies influence sustainable consumer behaviour and promote responsible consumption in alignment with the United Nations Sustainable Development Goals (SDGs)?
2.  What specific AI tools and technologies are most effective in fostering brand transparency and trust among consumers concerned with sustainability?
3. In what ways can AI-driven personalisation and adaptive marketing content encourage consumers to make eco-conscious choices?
4. How do consumers perceive AI-driven branding initiatives, particularly those focused on sustainability, compared to traditional branding strategies?
5. What ethical considerations must brands address when using AI to drive sustainable consumer behaviour, and how do these affect consumer trust and brand loyalty?
6. How can AI support brands in promoting sustainable supply chain practices, and what impact does this transparency have on consumer behaviour?
7. To what extent can AI-driven branding campaigns help brands achieve specific SDGs related to climate action, responsible consumption, and economic growth?
8. What challenges do brands face in implementing AI-driven branding for sustainability, and how can these be addressed to optimise effectiveness?
9. How do consumers’ digital interactions with AI-driven content affect their long-term commitment to sustainable consumption?
10. What role can collaboration between AI firms, branding agencies, and sustainability advocates play in advancing AI-driven, sustainable branding practices?

The student will conduct both qualitative and quantitative research, including data analysis of consumer interactions with AI-driven content, interviews with branding and marketing professionals, and potential case studies of brands leading in sustainability. Opportunities for collaboration with industry stakeholders, such as AI firms and branding agencies, may provide practical insights and access to innovative tools.

Expected background

Candidates should have a strong foundation in branding, marketing, or business studies, with knowledge of AI applications or digital marketing strategies being advantageous. An understanding of sustainable development and SDG frameworks will also support the project’s goals. The ideal candidate will possess analytical skills for data interpretation and be comfortable with interdisciplinary research.

Ã÷ÐÇ°ËØÔ offers a number of funding options to research students that help cover the cost of their tuition fees, contribute to living expenses or both. See more information here: /research/Research-degrees/Research-degree-funding. The UK Government is also offering Doctoral Student Loans for eligible students, and there is some funding available through the Research Councils. Many of our international students benefit from funding provided by their governments or employers. Ã÷ÐÇ°ËØÔ alumni enjoy tuition fee discounts of 15%.