AI as an architect: exploring the enablers of regenerative innovation ecosystems in creative industries

Purpose – This study explores the role of artificial intelligence (AI) in fostering sustainable and regenerative innovation ecosystems in creative industries. It investigates how AI-enhanced environmental sustainability, AI-driven resource optimization, the self-learning and adaptability of AI-enabled creative business models and stakeholder collaboration and co-creation influence the development of regenerative innovation ecosystems. Design/methodology/approach – A quantitative research approach was adopted. Partial least squares structural equation modeling (PLS-SEM) was used to analyze survey data from 110 representatives of creative industry organizations across five European countries. The survey measured perceptions of AI's role across five latent variables, using a reflective measurement model to test the research hypotheses. Findings – AI significantly influences the development of regenerative innovation ecosystems by enhancing environmental sustainability, promoting resource optimization and enabling self-learning business models. The self-learning and adaptability of AI-enabled creative business models and AI-driven resource optimization have mediating roles in driving the development of regenerative innovation ecosystems. However, the direct impact of stakeholder collaboration on fostering regenerative innovation ecosystems is limited, highlighting the need for complementary factors such as adaptability and resource efficiency. Originality/value – Our novel conceptual framework links AI to regenerative innovation ecosystems, thereby bridging the gap between sustainability and creative industry innovation. The study offers empirical evidence on the mediating mechanisms that help transform sustainability practices into regenerative outcomes. The study's insights are valuable for both academics and practitioners seeking to use AI to foster sustainable and regenerative innovation in creative industries.