The rapid development of artificial intelligence technology has revolutionized various sectors of the creative industry, including graphic design. One of the most significant innovations in the graphic design industry is the presence of Generative AI which enables the creation of more efficient, adaptive, and sustainability-oriented visual communication strategies. This study aims to explore the potential of Generative AI in optimizing sustainable graphic design practices. By utilizing machine learning algorithms, Generative AI can produce various visual alternatives that can be used as initial references in the design process. In addition, AI-based automation also increases the efficiency of the design workflow, allowing designers to focus more on conceptual and strategic aspects, rather than doing repetitive technical work. The application of AI in the context of eco-friendly design, such as sustainable branding, packaging design, and digital content production, offers a new approach to design practices that support sustainability. This study uses a qualitative method with a literature study approach and case study analysis. Literature studies were conducted to review previous scientific works related to the use of Generative AI in graphic design and the concept of sustainability in visual communication design. Meanwhile, the case study analysis focuses on the evaluation of AI-based design projects that have been implemented in the creative industry, with an emphasis on their impact on the role of designers and innovation in sustainable design practices. It is hoped that the findings of this study can contribute to the development of discourse on AI-based sustainable graphic design.