Inclusive and Sustainable Digital Technological Transformation, Legal Innovation in Marketing and Business Performance of China and the European Union

The significance of inclusive and sustainable digital technological transformation, legal innovation, and marketing practices is analysed, with a focus on their impact on business performance in China and the European Union. This discussion underscores the significance of legal innovations and digital transformations. How does AI-driven marketing contribute to sustainability-oriented marketing practices and business performance strategies? What differences exist between China and the EU in digital governance and legal innovation supporting sustainable digital transformation? Previous research on digital transformation has primarily focused on the adoption and efficiency of technology, as well as a firm’s performance, with the roles of legal innovation and inclusiveness often considered; however, there is a dearth of comparative research that incorporates comparisons between China and the European Union, especially when considering the condition of sustainable digital marketing and the implications of the different legal systems. This research encompasses regulations governing the digital economy and sustainability policies in China and the European Union, as well as case studies of organisations that have transformed the digital environment. Considering legal innovations coupled with digital transformations, this debate aims to underscore the importance of sustainable practices in driving economic growth and international trade.