ARTIFICIAL INTELLIGENCE IN GREEN VALUE CREATION OF SMES: AN EMPIRICAL INVESTIGATION IN THE NORTHERN PROVINCE OF SRI LANKA

Abstract

Artificial Intelligence is a form of substitute to the cognitivist role of human which enables problem identification and resolution efficiently. Green entrepreneurship depths in scaling economic returns simultaneously upgrading environmental quality through eco-conscious practices. This study examines the role of AI in generating green entrepreneurial value addition among small medium sized enterprises in Northern province of Sri Lanka. This study adopts quantitative approach in nature where the data collection is done with 100 SMEs following a purposive sampling method. The implication of AI is investigated through operational efficiency, strategic advancement, organizational structure and ethical consideration towards the green value creation. Descriptive statistics, correlation and multiple regression analysis demonstrate the significant association among operational efficiency, strategic advancement, organizational structure towards sustainable outcomes. The findings of the study highly support AI adoption and application leading to resource optimization, inculcate eco- innovation and stimulate sustainable development from economic, social and environmental perspectives.  This investigation pay value to the entrepreneurial theory through validating the multi-dimensional effectiveness of AI in postering green value in less developed setting like Sri Lanka. Moreover, affords the insight to entrepreneurs, managers and policy makers to articulate a standardized frame work on AI to a real term practice directing the symmetry of profit and planet of SMEs pathing global green value Altogether, the study highlights the digital transformative phase of AI in promoting green entrepreneurial value through eco-consciousnesses innovation, competitiveness and sustainable development.

Keywords: Artificial Intelligence, Digital Transformation, Green Entrepreneurship, Sustainability, value Creation