Corresponding Manager: Slimane Ed-Dafali (ed-dafali.s@ucd.ac.ma)
Track Manager(s): Slimane Ed-Dafali, Samuel Fosso Wamba
Description
In recent years, artificial intelligence (AI) has become a primary concern for institutions, companies, and policymakers. It has attracted significant attention due to its various applications in the business world. AI is now transforming how companies execute their operations, and its role is crucial to achieving operational efficiency. At the same time, in the current era of sustainability, AI platforms provide companies with tools and systems to manage environmental challenges, helping them gain a competitive advantage. Among its many forms, two rapidly emerging types, agentic AI and generative AI, are considered essential systems within companies due to their significant potential to influence how businesses function and the pursuit of their sustainable development goals.
Moreover, the existing literature reveals no prior research specifically addressing the effects of generative and agentic AI on operational efficiency in the context of sustainability.We invite academics and researchers to contribute studies and practical insights that (though not exclusively) address the following topics and questions:
• The impact of agentic and generative AI on operational efficiency;
• Agentic and generative AI adoption and operational sustainability performance;
• Data governance and Human-AI collaboration on sustainable operations;
• Agentic and generative AI and sustainability reporting frameworks;
• The impact of agentic and generative AI on sustainable business model innovation.
Keywords
Artificial intelligence; Agentic artificial intelligence; Generative artificial intelligence; Operational efficiency; Sustainability
Key References
Key References:
Aggarwal, S., Dsouza, S., Joshi, M., Antoun, R., & Phan, D. H. T. (2025). Environmental, social and governance investing : Systematic literature review using ADO model. Journal of Accounting Literature. https://doi.org/10.1108/JAL-11-2024-0319
Alkaraan, F., Albitar, K., Hussainey, K., & Venkatesh, V. G. (2022). Corporate transformation toward Industry 4.0 and financial performance: The influence of environmental, social, and governance (ESG). Technological Forecasting and Social Change, 175, 121423.
Al-Okaily, M., Alsmadi, A. A., Alrawashdeh, N., Al-Okaily, A., Oroud, Y., & Al-Gasaymeh, A. S. (2024). The role of digital accounting transformation in the banking industry sector : An integrated model. Journal of Financial Reporting and Accounting, 22(2), 308‑326. https://doi.org/10.1108/JFRA-04-2023-0214
Alshurideh, M. T., Kurdi, A. A., Yasin, S., Damra, Y., Al-Gasaymeh, A., Alzoubi, H. M., Hamadneh, S., Alzboun, N., & Alquqa, E. K. (2024). Exploring the impact of metaverse adoption on supply chain effectiveness : A pathway to competitive advantage. Uncertain Supply Chain Management, 12(2), 883‑892. https://doi.org/10.5267/j.uscm.2023.12.017
Alsoud, M., Trawnih, A., Yaseen, H., Majali, T., Alsoud, A. R., & Jaber, O. A. (2024). How could entertainment content marketing affect intention to use the metaverse? Empirical findings. International Journal of Information Management Data Insights, 4(2), 100258. https://doi.org/10.1016/j.jjimei.2024.100258
Bickley, S. J., Macintyre, A., & Torgler, B. (2025). Artificial Intelligence and Big Data in Sustainable Entrepreneurship. Journal of Economic Surveys, 39(1), 103‑145. https://doi.org/10.1111/joes.12611
Ed-Dafali, S., Hussainey, K., Adardour, Z., Derj, A., & WAMBA, S. F. (2025). Metaverse in ESG practices–A Game Changer or a Buzzword? A Methodological Framework and Research Agenda from a Systematic Review. Journal of Economic Surveys. https://doi.org/10.1111/joes.70036
Giang Barrera, K., & Shah, D. (2023). Marketing in the Metaverse : Conceptual understanding, framework, and research agenda. Journal of Business Research, 155, 113420. https://doi.org/10.1016/j.jbusres.2022.113420
Gunay, S., Sraieb, M. M., Kaskaloglu, K., & Yıldız, M. E. (2023). Cryptocurrencies and global sustainability : Do blockchained sectors have distinctive effects? Journal of Cleaner Production, 425, 138943. https://doi.org/10.1016/j.jclepro.2023.138943
Johri, A., Joshi, P., Kumar, S., & Joshi, G. (2024). Metaverse for Sustainable Development in a bibliometric analysis and systematic literature review. Journal of Cleaner Production, 435, 140610. https://doi.org/10.1016/j.jclepro.2024.140610
Li, N., & Zhou, Y. (2024). Can digital financial development promote corporate green technology innovation? International Review of Economics & Finance, 92, 1562‑1582. https://doi.org/10.1016/j.iref.2024.03.008
Wamba, S. F., Queiroz, M. M., Randhawa, K., & Gupta, G. (2025). Generative artificial intelligence and the challe