Unleashing the power of artificial intelligence for climate action in industrial markets

Shahriar Akter, Mujahid Mohiuddin Babu, Umme Hani, Saida Sultana, Ruwan Bandara, David Grant

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Artificial Intelligence (AI) is a game-changing capability in industrial markets that can accelerate humanity's race against climate change. Positioned in a resource-hungry and pollution-intensive industry, this study explores AI-powered climate service innovation capabilities and their overall effects. The study develops and validates an AI model, identifying three primary dimensions and nine subdimensions. Based on a dataset in the fast fashion industry, the findings show that the AI-powered climate service innovation capabilities significantly influence both environmental and market performance, in which environmental performance acts as a partial mediator. Specifically, the results identify the key elements of an AI-informed framework for climate action and show how this can be used to develop a range of mitigation, adaptation and resilience initiatives in response to climate change.
Original languageEnglish
Pages (from-to)92–113
Number of pages22
JournalIndustrial Marketing Management
Early online date2 Jan 2024
Publication statusPublished - 1 Feb 2024

Bibliographical note

© 2023 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).


  • AI
  • Climate service innovations
  • Environmental orientation
  • Infrastructure orientation
  • Market orientation
  • Environmental performance
  • Market performance


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