Title: Harnessing big data and artificial intelligence for sustainability: insights into social, environmental, and economic development using UTAUT model

Authors: Xiaoyu Wu; Ayesha Zaheer Abbasi; Wasim Ahmad

Addresses: Graduate Business School, UCSI University, Kuala Lumpur – 56000, Malaysia; School of Economics and Management, Zhoukou Normal University, Zhoukou, Henan – 466001, China ' School of Education, Guangzhou University, Guangzhou, Guangdong – 510006, China ' Graduate Business School, UCSI University, Kuala Lumpur – 56000, Malaysia

Abstract: Big data and artificial intelligence are both vital for sustainable development (SD) that enables smarter resource management, optimising energy use, and improving the decision-making process of the organisations. Drawing on UTAUT model, the study attempts to explore the connections between big data (BD), artificial intelligence (AI), and three aspects of SD, i.e., social development (SoD), economic development (EcD), as well as environmental development (EnD). The findings confirmed a positive connection between BD and SD in terms of SoD, EcD, and EnD perspectives of sustainable development. Second, a positive tie among AI and SD in terms of SoD, EcD, and EnD perspective was also found, respectively. The study augments the importance of AI and big data showing insights into both capabilities with respect to the sustainability of the business. Besides, the study reports many applications, which could be considered by concerned management.

Keywords: big data analytics; artificial intelligence; sustainable development; UTAUT model; social development; environmental development; economic development.

DOI: 10.1504/IJBSR.2026.150385

International Journal of Business and Systems Research, 2026 Vol.20 No.1, pp.29 - 45

Received: 21 Mar 2025
Accepted: 13 May 2025
Published online: 12 Dec 2025 *

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