CC-BY-NC-NDStanojević, JovanRiznić, DejanVuković, AleksandraJovanović, LarisaErmakov, VadimBalaban, Suzana2023-12-262023-12-262023978-86-89061-17-8https://repozitorijum.tfbor.bg.ac.rs/handle/123456789/2451The phenomenon that we call the new, or digital, economy has begun to develop significantly in the last few years and is slowly penetrating the modern understanding of the industry shaped by the rapid digital progress of information technologies. The roots of these changes in the economy are caused by the waves of innovation in the world of information technology and its academic studz in universities around the world. A society shaped by new technological innovations requires more modern approaches in the study of this phenomenon. Changes are frequent and welcomed, and they are constantly sought in the scientific world. Digital networking has provided a new, broader picture of what technologies offer us. An example of this is today's more sophisticated programs that allow us to be the ones who will mediate the production process of our unique product in real time. The issue of digital marketing has been transferred to all segments of society. If a company wants to operate in a responsible and socially acceptable manner, it must include the concepts of economy and ecology in its operations. Companies entering the world market must accept the fact that modern society is digitally educated and that only through this approach can they occupy a significant position on the market. Eco-marketing, or green marketing, has attracted a large number of authors in the last decade and requires special attention. This paper provides a view of the emergence of green marketing through the historical framework of the development of information technologies and new application solutions in the field of digital economy and ecology, i.e. the application of artificial intelligence in the field of green marketing.enGreen marketingdigital marketingdigital economyartificial intelligenceconferenceObject