AI-Driven data intelligence and entrepreneurial sustainable performance: mediating roles of green orientation, absorptive capacity and innovation

Purpose This study aims to analyze the impact of AI-driven data intelligence (AIDDI) on the sustainable performance (SP) of new business ventures, focusing on the serial mediation roles of green absorptive capacity (GAC), green entrepreneurial orientation (GEO) and green innovation (GI). Design/methodology/approach Data was collected from 354 respondents representing new business ventures in the United Arab Emirates (UAE). The data was analyzed using partial least squares structural equation modeling (PLS-SEM) to examine the relationships between AIDDI, GAC, GEO and GI on SP. Findings The results indicate that AIDDI positively impacts financial performance (FP), while its direct effect on environmental performance is insignificant. However, AIDDI significantly enhances GAC and entrepreneurial orientation, which drives GI, ultimately improving environmental and FP. The findings demonstrate that GAC, GEO and GI serve as serial mediators in the relationship between AIDDI and SP, highlighting the importance of these green capabilities in achieving superior environmental and financial outcomes. Originality/value This study contributes to the literature on AI and entrepreneurship by elucidating the complex interplay between AIDDI, GAC, GEO, GI and SP. It underscores the role of AIDDI as a strategic resource and dynamic capability that enhances green capabilities and fosters a proactive entrepreneurial orientation toward sustainability. The research offers valuable insights for managers and entrepreneurs on leveraging AIDDI to drive sustainable innovation and performance, ensuring long-term competitive advantage and sustainability.