This study explores how artificial intelligence (AI)-driven marketing analytics can enhance sustainability positioning (SP) in B2B firms by enabling green service innovation (GSI). Despite its potential, many firms struggle to leverage these capabilities due to a lack of techno-driven culture, which negatively impacts environmental and social performance. Using a systematic literature review (SLR) and the Theory, Context, Characteristics, Methodology (TCCM) framework, the study identifies three key themes: (a) creating a data- and AI-centric organizational culture, (b) aligning marketing analytics with sustainability communication and (c) identifying green innovation opportunities. This work offers insights for advancing AI-centric organizational practices in emerging B2B contexts.
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