“ARTIFICIAL INTELLIGENCE AND DIGITAL TECHNOLOGIES AS DRIVERS OF SUSTAINABLE BUSINESS PERFORMANCE IN MSMES AND STARTUPS: EVIDENCE FROM EMERGING ECONOMIES”
DOI:
https://doi.org/10.69980/827nvc84Keywords:
Digital transformation, Business sustainability, Digital capabilities, Business intelligenceAbstract
Artificial intelligence and digital technologies are increasingly transforming how micro, small, and medium-sized businesses and startups pursue resilient growth in emerging economies. These enterprises play a crucial part in inclusive economic development but often face constraints related to resources, technology, and sustainability implementation. The rapid adoption of Intelligent systems–driven tools and electronic technology such as cloud computing, data analytics, digital platforms, and automation offers new opportunities to overcome these limitations and improve sustainable business performance. The relationship between the adoption of digital technology and sustainability results was examined using primary data gathered from business owners, founders, and senior managers. The findings demonstrate that artificial intelligence driven digital technologies significantly enhance operational efficiency, innovation capability, and sustainable business performance, thereby supporting strategic managerial decision making and long-term competitiveness. Improvements were also observed in resource optimization, waste reduction, workforce engagement, and market expansion. Furthermore, digital capabilities emerge as a key organizational factor that strengthens the relationship between technology adoption and sustainability outcomes. From a business management perspective, integrating business intelligence and digital transformation strategies strengthens operational performance and organizational capabilities. The results add to the expanding body of literature on digital sustainability while providing useful insights for entrepreneurs, managers and legislators looking to use artificial intelligence-enabled transformation for sustainable development in emerging economies.
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