Business Continuity Management is increasingly recognised as a cornerstone of organisational resilience and competitive advantage. However, despite its acknowledged strategic relevance, it remains insufficiently integrated within corporate management practices. Persistent barriers, ranging from organisational heterogeneity and fragmented data ecosystems to the lack of standardised operational frameworks, continue to constrain its effective implementation. The technological transformation driven by Industry 4.0 has amplified both the importance and complexity of business continuity, as automation and interconnectivity intensify systemic dependencies and vulnerabilities. This thesis explores how Generative Artificial Intelligence can act as a transformative enabler in addressing these challenges. By bridging the gap between strategic intent and operational execution, Generative AI provides responsive and context-aware intelligence that supports the adoption, coordination, and continuous governance of business continuity processes.