Generative artificial intelligence (Gen AI) can assist in the early stages of sustainable business model innovation. This article demonstrates applying Gen AI in combination with the Triple Bottom Line Co-Creation Canvas (TBLCC), which combines Triple Bottom Line and Co-creation concepts. The rationale for using the TBLCC framework is that studies indicate that consumers prefer sustainable products and services. Sustainability enhances competitiveness by reducing waste, energy consumption, and resource use. Co-creation with business partners can enhance a company’s resources and intellectual capital. Using a simulated business case with the LEGO Group, this article explores the potential of TBLCC and generative AI in sustainable co-creation