FAMILY BUSINESSES AND GREEN TRANSFORMATION: THE ROLE OF LOGISTICS AND ARTIFICIAL INTELLIGENCE

The European Union’s Green Agenda for the Western Balkans encourages structural changes aimed at sustainable development, recognising family-owned small and medium-sized enterprises (SMEs) as key actors in the transition. Within this process, logistics emerges as one of the most important areas where eficiency, environmental responsibility and digital innovation can be integrated through artificial intelligence. This paper explores the role of artificial intelligence in supporting the green transformation of family businesses by enhancing logistics models and resource management. The focus is on connecting digital technologies with sustainable practices, as well as on the role of intellectual capital in their implementation. Based on examples from the information technology and agribusiness sectors, with a particular emphasis on logistics functions in family enterprises, the study analyses the key challenges and opportunities that artificial intelligence brings in the context of green transformation. Special attention is given to the development of a conceptual model that encompasses green logistics practices, intelligent risk management, and data-driven strategic decision-making. The aim of the paper is to contribute to a better understanding of the potential of digital solutions in facilitating the sustainable transition of the family business sector, in line with the European Union’s policy objectives.