Aligning Business with AI and Sustainable Growth
By Duminda Pathirana
In a world reshaped by artificial intelligence, climate imperatives, and a redefinition of value by consumers, the traditional boundaries between industries are dissolving. The company that once built your smartphone may soon design your electric vehicle. Your bank could become an energy provider. The supermarket you visit may begin managing your wellness profile. These changes are not speculation. They represent the emerging reality of an economic system in rapid transition, shaped by powerful forces both technological and environmental.
Artificial intelligence, especially in its generative and predictive forms, is becoming a central
driver of business transformation. At the same time, sustainability has evolved from a peripheral concern to a core element of corporate strategy, investment logic, and consumer trust. These two forces—technological transformation and ecological accountability—are reshaping how businesses create, deliver, and capture value. With an estimated seven trillion dollars in global value shifting across sectors this year, companies that do not adapt will find themselves excluded from a future already unfolding.
The Strategic Shift: Beyond Products to Platforms
Businesses must rethink their identity not as providers of individual products but as platforms that integrate into daily life. With the rise of cross-sector innovation, companies can no longer be defined narrowly by their original offerings. Instead, they must engage in broader ecosystems organized around fundamental human needs—how we eat, move, live, and care for ourselves.
This evolution is already underway. Retailers are entering digital health services. Automotive firms are expanding into renewable energy through battery technologies and grid solutions. Banks are incorporating carbon footprint calculators and ESG metrics into their services. These shifts are not mere diversifications. They represent a transformation in how businesses approach growth—moving from ownership to access, from transactions to relationships, from consumption to shared value.
For Sri Lankan enterprises, this presents both urgency and opportunity. To remain relevant, they must position themselves not just as service providers or exporters, but as innovators in global value chains. The apparel industry, for instance, has the potential to lead in sustainable fashion and circular production models. The agriculture sector, with appropriate investment in AI-enabled yield prediction and resource management, can build a climate-resilient food ecosystem. Rather than lag behind, Sri Lanka has the capacity to leap ahead by strategically aligning with emerging global priorities.
Integrating AI Responsibly
AI can optimize operations, personalize customer experiences, and enhance decision-making. However, embedding AI in business requires more than just technical integration. It demands a commitment to preserving human values and ethical practices. Predictive systems can support diagnostics in healthcare, but trust is still built through human interaction. Chatbots can resolve queries, but long-term customer loyalty depends on empathy and consistency.
Sri Lankan businesses must not only adopt AI, but also cultivate AI fluency. This includes understanding the legal, ethical, and operational risks that come with automation. It also requires building capacity through education and collaboration. Universities and corporations should work together to develop a skilled workforce equipped to manage AI’s benefits and challenges responsibly.
Sustainability as Core Strategy
Sustainability is no longer an optional label for marketing. It is a decisive factor in long-term business viability. Markets, investors, and governments are increasingly evaluating companies based on their environmental and social impact. From climate risk disclosures to sustainable sourcing, these factors now influence investor confidence and regulatory compliance.
In Sri Lanka, businesses must internalize sustainability as a growth strategy. Adopting circular economy models, reducing carbon emissions, and investing in eco-friendly innovations will not only enhance competitiveness but also unlock access to global partnerships and green capital. Sri Lanka’s rich biodiversity and natural resources offer a foundation for industries that align profit with conservation.
Capturing Value in a Moving Economy
As global value rapidly shifts between sectors, the central challenge becomes clear. How can businesses in Sri Lanka capture emerging opportunities? The answer lies in strategic agility, foresight, and innovation driven by purpose. Companies need to recognize the potential in new domains such as AI-powered healthcare, climate-smart logistics, and personalized nutrition.
These areas represent not only economic growth but also social progress.
Traditional growth models are no longer sufficient. Companies must invest in future-oriented capabilities. This includes building research and development teams, creating strategic innovation hubs, and collaborating with academia and government agencies. Business leaders must also rethink how they measure success. Conventional return-on-investment models may fail to capture the long-term benefits of sustainability and digital innovation. A more nuanced approach that considers environmental, social, and economic factors will be necessary.
The New Definition of Competitiveness
The new economy values coherence and adaptability over size or speed. A competitive business in this era is one that is intelligent, ethical, and regenerative. It aligns its operations with environmental boundaries and social needs. It pursues profitability without losing sight of purpose.
For Sri Lanka, this is a unique opportunity. Our compact size enables agility. Our past crises have cultivated resilience. Our cultural values emphasize community and interdependence. If these qualities are embedded into our economic strategy, Sri Lanka can emerge as a global model for sustainable and inclusive growth.
In a world of accelerating change, survival depends not on strength, but on responsiveness. The future will belong to those who can interpret change, respond strategically, and lead with clarity of purpose. The window to prepare is narrowing. The time to act is now.
