AI-Driven Phygital Innovations for Sustainable Green SupplyChains: A Balancing Act of Ambidexterity

By leveraging AI technologies such as virtual and augmented reality, organizations can enhance operational efficiency, customer engagement, and resource optimization while addressing the imperative for environmental sustainability. This study explores the advantages of adopting green supply chain practices and the role of artificial intelligence (AI)-driven phygital innovations in achieving green supply chain practices. Further, the study explores how organizational ambidexterity will facilitate green supply chain integration and impact sustainable performance of the firm. The research adopts a mixed-method approach, combining qualitative insights from expert interviews with quantitative data analysis to examine the relationships among phygital innovation, green supply chain performance, and organizational ambidexterity. This study contributes to advancing the theoretical and practical understanding of green supply chain practices offering a strategic framework for organizations to align AI with sustainability objectives. Implications for future research include industry-specific applications.