Purpose

Sustainability is at the top of the agenda of most tech companies. Specifically, tech companies increasingly utilize artificial intelligence (AI) to meet their sustainability goals. However, little is known about how tech companies can leverage AI to accelerate sustainability by formulating and implementing appropriate strategies.

Approach

This research conceptually develops a novel AI x Sustainability framework and applies this framework to six leading Big Tech companies by conducting a comprehensive document analysis. An exploratory survey with potential tech companies' clients sheds light on how clients perceive tech companies' communicated strategic positioning based on the framework.

Originality

This research provides new theoretical insights, serves as a blueprint for other tech companies, including implications for their AI x Sustainability positioning, and offers a variety of future research directions.

Keywords

AI, Sustainability, Strategy, Strategic Management, Twin Transition, Tech Companies

Involved Persons

Felix Zechiel, Dr. Marah Blaurock, Dr. Ellen Weber, Prof. Dr. Marion Büttgen, Prof. Dr. Kristof Coussement

Publications

• This project currently consists of one publication in Industrial Marketing Management.

• Zechiel, F., Blaurock, M., Weber, E., Büttgen, M. & Coussement, K. (2024). How tech companies advance sustainability through artificial intelligence: Developing and evaluating an AI x Sustainability strategy framework. Industrial Marketing Management, 119, 75–89. doi.org/10.1016/j.indmarman.2024.03.010