Examining the Untapped Potential of AI and Sustainability in International Marketing for Small Technology Firms

Abstract

Research on artificial intelligence (AI) in business functions has attracted growing academic interest. In international marketing, AI can improve outreach, target customers more effectively, and streamline content creation. Economic and environmental sustainability have also become important objectives, driven by consumer expectations, regulatory requirements, and competitive pressures. However, AI and sustainability goals do not always align, as AI data centers significantly contribute to global energy consumption, making it challenging for small firms to implement AI alongside sustainable operations. Nevertheless, combining AI and sustainability can generate cost savings, operational efficiencies, and long-term growth. In this study, we investigate how AI technologies support sustainable international marketing from environmental and economic perspectives. Using a multiple case-study approach, semi-structured interviews were conducted with four Finnish small technology firms operating internationally. Results show that AI applications varied across firms, with content generation for international marketing campaigns, translation services, and campaign development being most common. Implementation differences depended on market context, AI readiness, and strategic objectives. Sustainability benefits emerged in two main ways: transitioning marketing from physical to digital operations, which reduced travel and eliminated printed materials, and automating resource-intensive tasks, enhancing efficiency and minimizing waste. Although environmental sustainability was rarely the primary driver for AI adoption, firms achieved positive economic and environmental outcomes. Overall, AI enables small firms to enhance international marketing performance while promoting more sustainable operational practices.