As sustainability pressures intensify across global supply chains, the integration of advanced digital technologies has become a strategic imperative. Among these technologies, Generative Artificial Intelligence (GenAI) offers transformative capabilities that extend beyond automation to include scenario simulation, content creation, and adaptive decision-making. Despite its growing significance, the role of GenAI in fostering sustainable supply chain performance remains underexplored in both theory and practice. This conceptual paper develops an integrated framework grounded in the Dynamic Capabilities View (DCV) to investigate how GenAI enhances supply chain sustainability through green innovation. The model posits that GenAI enables dynamic reconfiguration and proactive innovation, which drive environmental and operational improvements. This study expands the digital transformation literature by integrating GenAI into DCV, formulating new propositions, and highlighting practical and theoretical implications for achieving sustainability-driven supply chain excellence. The findings set the stage for future empirical research and strategic implementation in dynamic, resource-constrained environments.
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