Artificial Intelligence Marketing untuk Mendukung Green Economy Berkelanjutan: Integrasi Maqashid al-Syariah dalam Ekonomi dan Keuangan Islam

Abstrak

Development of Artificial Intelligence has transformed marketing management through data analysis capabilities, automation, and intelligence-based decision-making. However, its implementation in marketing is still dominated by an orientation toward efficiency, productivity, and company profitability, so it has not yet fully integrated with the principles of the green economy and the values of Maqashid al-Syariah in Islamic economics and finance. This condition has resulted in the unavailability of an Artificial Intelligence-based marketing framework that can holistically integrate technological innovation, environmental sustainability, social responsibility, and welfare. Purposes of this research is to develop an Artificial Intelligence Marketing Framework based on Maqashid al-Syariah, as a conceptual model that supports the realization of a sustainable green economy, from the perspective of Islamic economics and finance. The research uses a qualitative approach with a literature study method, through critical analysis and synthesis of various scientific articles, books, international reports, and policy documents. Result of this research is to show that Artificial Intelligence plays a strategic role in enhancing marketing effectiveness, resource efficiency, product innovation, supply chain optimization, and sustainable value creation. Artificial Intelligence provides optimal benefits when integrated with the principles of a green economy and the five main objectives of Maqashid al-Syariah through ethical, transparent, fair, and responsible governance. This research produces the Artificial Intelligence Marketing Framework, which consists of four main components: Artificial Intelligence Capability, Intelligent Marketing Management, Green Value Creation, and Maqashid al-Syariah Governance, which collectively generate economic value, social value, environmental value, and spiritual value, as the foundation for sustainable economic development. Main contribution of this research is to offer a new paradigm of marketing management based on Artificial Intelligence, which integrates digital transformation, environmental sustainability, and Islamic values into a holistic conceptual framework, thereby enriching the literature on marketing management, green economy, and Islamic economics and finance, while also serving as a reference for the development of empirical research and policy formulation in the future.