This chapter explores the relationship between value creation and innovative practices within supply chain management. Drawing on data from 390 supply chain professionals across diverse industries, the study employs a quantitative research design using structural equation modeling to analyze the interconnections. The findings reveal that innovative supply chain practices significantly enhance value creation, with artificial intelligence (AI) technologies serving as a key mediating factor. The results suggest that organizations integrating AI into their supply chain operations can achieve higher productivity levels and greater customer satisfaction. The chapter concludes by recommending future research directions, including the long-term effects of technological integration, industry-specific variations, and the human factors influencing innovation adoption. These insights contribute to a deeper understanding of the evolving dynamics of supply chain management in the digital era.