The transition towards carbon neutrality represents the main priority of the automotive industry. External pressures like government regulations, market demands, and sustainability commitments are pushing industries to make more efforts to be aligned with carbon neutrality targets. This study investigates the key drivers encouraging suppliers to embrace advanced technologies like AI and big data, their impact on achieving carbon neutrality goals, and the main challenges they are facing. The study is based on a survey conducted with Tier 1 suppliers for indirect material purchasing in the automotive sector in Morocco. Our findings show that the adoption of AI and big data is still limited, despite increased awareness of their potential to promote carbon neutrality and improve sustainability. This is mainly due to several barriers, such as a lack of technical expertise, high investment costs, challenges in adapting existing processes, and the absence of clear local regulations. However, industries that have implemented such technologies have confirmed their positive impact on energy management, emissions monitoring, and process optimization. This study emphasizes the main obstacles and opportunities related to the adoption of AI and Big Data, offering insightful information on the current state of digital transformation in the Moroccan automotive supply chain. By addressing these barriers, industries can accelerate the adoption of AI and big data to reach their carbon neutrality goals.