Artificial Intelligence (AI) in promoting green marketing practices and encouraging sustain-able consumer behavior in the financial services sector. The research focuses on how AI-driven technologies such as data analytics, machine learning, and digital platforms influence eco-friendly financial decisions among consumers in Coimbatore. The study examines cus-tomer awareness, adoption levels, and satisfaction with AI-enabled green financial services such as paperless banking, digital payments, and sustainable investment options. Both pri-mary and secondary data were used to analyze the impact of AI on consumer behavior. The findings highlight that AI significantly contributes to reducing environmental impact and enhances sustainable financial practices. The study provides recommendations for improv-ing AI-driven green marketing strategies in financial institutions.