AI-Driven Sustainable Personalized Marketing, Consumer Engagement, and Purchase Intention among Gen Z: A Comparative Study of FMCG Brands

Abstract : The growing impact of generations Z buyers is causing a strategy shift in the FMCG sector. Strong preferences for ethical branding, sustainability, and custom online experiences are clear in this generation. This study examines strategic efforts implemented by top firms such as Mondelēz International, Emami, Britannia Industries, Parle Products, and Kellanova and applies a Systematic Literature Review (SLR) to examine sustainable personalised marketing techniques in the FMCG sector. The research compiles scholarly works, industry papers marketing analytics. The study suggests a conceptual paradigm that connects Gen Z brand loyalty to personalised interaction and sustainable marketing strategies. The research proposes a theoretical framework that connects Gen Z brand loyalty to personalised communication and sustainable marketing strategies. According to managerial implications, FMCG companies must have digital personalisation and sustainability as key strategy pillars to be competitive in new markets.