AI-driven sustainability brand activism for family businesses: a future-proofing perspective article

Purpose: Artificial intelligence (AI) and sustainable business represent the irrefutable future of all forward looking businesses in the world today. In this perspective article, the authors explore the confluence of these important topics by highlighting the role of family businesses in advancing sustainable brand activism aligned with the United Nations Sustainable Development Goals (UNSDGs), like SDG 1, which emphasises poverty eradication. The authors fall on the transformative potential of artificial intelligence (AI) and online brand communities in family businesses as an anchor for promoting sustainability practices that align with UNSDGs. Design/methodology/approach: Using literature review, the authors fall on the transformative potential of AI and online brand communities in family businesses as an anchor for promoting sustainability practices that align with UNSDGs. Findings: Scholarly research on AI-driven sustainability brand activism in family businesses is either limited or nonexistent. Family businesses have a unique opportunity to use AI for eco-friendly operations, personalised brand engagement, eco-friendly product development, global collaborations and education and advocacy in support of the UNSDGs. Future research could look at how family businesses align their values, their long-term effects, how they work across generations, how resilient and flexible they are and how they compare to non-family businesses when it comes to using AI and brand activism as long-term strategies for sustainability and survival. Originality/value: The authors call for family businesses, governments and stakeholders to take theoretical and practical actions in promoting AI-driven sustainability brand activism aligned with the UNSDGs. It underscores the distinctive role of family businesses in driving sustainability and fostering brand activism through AI in a digital age.