Artificial Intelligence for Sustainable Business Practices: A Case-Based Perspective on Generative and Predictive Technologies In B2B Operations

Adriyan Dinev

doi:10.37075/YB.2025.1.06

Authors

Adriyan Dinev, PhD Student Department of Marketing and Strategic Planning, Faculty of Management and Administration, UNWE Author https://orcid.org/0009-0006-8550-9552

DOI:

https://doi.org/10.37075/YB.2025.1.06

Keywords:

Artificial intelligence, SDG 12, Sustainable business, Business operations

Q55, Q56, L86

Abstract

This article explores how artificial intelligence (AI), especially its predictive and generative forms, can contribute to sustainable development within B2B operations, with a special focus on Sustainable Development Goal 12 (SDG 12): Responsible Consumption and Production. Using a qualitative conceptual approach based on case studies, online sources and their connection to validated research in the field, the article examines the integration of AI technologies in two industry leaders – Maersk and Siemens. The findings illustrate how predictive AI, as the first type of algorithms considered, supports real-time decision-making and operational forecasting, while generative algorithms, on the other hand, promote innovation in logistics and industrial design. Based on the data, it is proven that AI-based technologies help reduce waste, improve resource efficiency and keep circular economy models sustainable. The study provides an initial foundation that can be further validated through empirical research and methodological frameworks, offering a valuable starting point for researchers and practitioners seeking to align AI applications with sustainability within the SDG12 framework in B2B environments.

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