Generative Artificial Intelligence for Sustainable Digital Business Transformation

Nor  Saadah; Nurhafizah  Mahri; Kayshifa Audira Audira; Noor  Azura Zakaria

Authors

Nor Saadah International Islamic University Malaysia Author https://orcid.org/0000-0002-8805-9052
Nurhafizah Mahri International Islamic University Malaysia Author https://orcid.org/0000-0003-0910-7421
Kayshifa Audira Audira Ilearning Incorporation Author
Noor Azura Zakaria International Islamic University Malaysia Author https://orcid.org/0000-0002-0454-7447

Keywords:

Digital Transformation, Digital Business, Artificial Intelligence, Generative Artificial Intelligence, Business Transformation

Abstract

The rapid advancement of digital technology and environmental challenges has encouraged organizations to adopt innovative approaches to achieve sustainable business transformation. This study investigates the role of Generative Artificial Intelligence in supporting sustainable digital business transformation by examining how AI driven systems enhance operational efficiency, innovation capability, decision making quality, and environmental sustainability. The background of this research is based on the increasing need for businesses to integrate intelligent technologies with sustainable practices in order to remain competitive and resilient in the digital era. The objective of this study is to analyze the contribution of Generative Artificial Intelligence toward sustainable business development and digital transformation strategies. The method employed in this research uses a qualitative literature review approach by analyzing recent scholarly articles, industry reports, and technological studies related to artificial intelligence, sustainability, and digital business transformation. The results indicate that Generative Artificial Intelligence significantly contributes to improving business adaptability, automating operational processes, reducing resource consumption, and encouraging eco friendly innovation. In addition, AI technologies support organizations in developing data driven strategies that strengthen long term sustainability and resilience. The conclusion of this study emphasizes that Generative Artificial Intelligence has become an important driver in creating intelligent, innovative, and sustainable digital business ecosystems capable of addressing future environmental and technological challenges while maintaining organizational competitiveness in the global market.

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