Net Zero Lab is expanding its portfolio of applied projects with the AISMark initiative AI-Driven Sustainable Marketing: Transforming Higher Education for a Greener Digital Future. Funded under the Erasmus+ Programme (KA220-HED), the project has a duration of 24 months (2025–2027).
The main objective is to transform climate neutrality goals into real action through science-based solutions. The AISMark project fits directly into this mission by addressing the need for human capital for a sustainable future – a key element of Net-Zero Lab’s expertise in the area of Applied Research for Social Transformation.
By combining the digital and green transitions, the project develops decision-support tools that minimise the carbon footprint of digital marketing campaigns. This corresponds to Net Zero Lab’s strategic objective to support industry and society in Bulgaria and the region in the transition to a low-carbon economy.
Leading Role in the Creation of the AI & Green Marketing Learning Hub
Within the project’s consortium, Net Zero Lab leads Work Package 4 (WP4), which focuses on the development of a digital learning hub. Our experts will coordinate the integration of more than 10 specialised AI tools for life-cycle analysis and assessment of the environmental impact of marketing processes. The platform will provide access to simulations and training modules for more than 150 students and 30 lecturers. In addition, our team will work on the introduction of micro-credentials to certify the acquired skills at European level
Team and Expert Capacity
The project is implemented by an interdisciplinary team from Net-Zero Lab under the leadership of Prof. Anton Gerunov, DSc. The team includes Assoc. Prof. Mariya Trifonova, PhD, Deputy Director of Net Zero Lab, who has extensive expertise in modelling decarbonisation pathways, and PhD student Maya Todorova, Project Coordinator at the laboratory, whose work focuses on the application of AI tools for process optimisation. Their joint work ensures both the scientific methodology and the practical applicability of the project results.
Prospects for Industry and Society
Through AISMark, Net Zero Lab further develops its capacity to provide solutions for businesses and educational institutions. The project will help prevent practices such as greenwashing, meaning misleading environmental claims, through the ethical application of algorithms, and will prepare specialists capable of managing the processes of sustainable industrial transformation.