The future is undeniably beautiful and charming, yet full of uncertainties. Disruptive innovations in technological advancements have significantly contributed to the overall improvement of life; however, they have also brought about genuine challenges. To shed light on some of these challenges, the Capital University of Science and Technology (CUST), Islamabad, is organizing the 12th Applied Business Research Conference on April 17, 2025, themed 'AI & Sustainability: Redefining the Landscape of Management & Social Sciences'. The conference offers a valuable platform for researchers from various fields to come together and share their experiences, thereby contributing to the advancement of business excellence through the incorporation of these technological advancements into management and social practices. The insights disseminated during the conference will be equally valuable to academia, research consultancy firms, and policymakers. The conference will feature seminars and invited talks involving academic experts, entrepreneurs, and corporate specialists, each offering their diverse perspectives on the conference theme. This conference will foster valuable and constructive debates among academic experts, entrepreneurs, and practitioners. Researchers from around the globe are invited to present their research work and receive valuable feedback from experts. Following a rigorous review process, selected papers will be published in our HEC-recognized Y-category journal, Jinnah Business Review (JBR), ISSN: 2070-0296. The conference welcomes submissions of academic papers, practitioner papers, student papers, and research in progress. Core research areas identified for paper submissions are: