The Emerging Roles of Generative Artificial Intelligence in Sustainable Entrepreneurship

Abstract

Generative artificial intelligence (AI) has the potential to transform sustainable business models, moving beyond a digital tool to become an active material agent in entrepreneurial processes aimed at advancing the transition towards a sustainable society. Although prior research has highlighted the potential of generative AI across various dimensions of the business model, there is still a lack of a comprehensive understanding of how it can assist sustainable entrepreneurs in fulfilling their dual mission and of the ways in which it can transform tasks and activities within sustainable business models. To explore this topic, we conducted an exploratory qualitative survey with sustainable entrepreneurs and performed a thematic analysis, combined with cluster analysis, to identify the emerging roles of generative AI in sustainable business models. The findings of our study reveal five distinct roles that generative AI can assume in sustainable business models: (1) seldom-used tool, (2) content producer, (3) core activity booster, (4) strategy advisor, and (5) growth accelerator. However, we also identify critical challenges associated with the use of generative AI in sustainable start-ups. These challenges encompass economic and technical barriers and, more importantly, adverse sustainability consequences resulting from generative AI usage. We discuss the potential, roles, and pitfalls of generative AI in sustainable business models and offer insights into how sustainable entrepreneurs can effectively and responsibly capitalize on the potential of generative AI as a novel actor in sustainable business models.

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