Corporate social responsibility (CSR) has evolved from an optional to a main strategic issue for contemporary organizations, especially under the global sustainability focus. This article investigates the role of CSR when combined with the transformative potential offered by AI to promote sustainable consumption and production. The study explores the developing overlap among CSR, Sustainability, and AI, focusing specifically on SDG 12: “Ensure sustainable consumption and production patterns.” It assesses the effects of AI-integrated CSR on branding and consumer perception, and also takes a look beyond corporate behaviour at institutional and legal systems regulating sustainability. Rethinking responsible AI through theory and practice, the paper defines an emergent responsible AI as ecosystemic equilibrium, ethical innovation, and inclusive economics via theoretical frames and case exemplars.