The effects of big data, artificial intelligence, and business intelligence on e-learning and business performance: Evidence from Jordanian telecommunication firms

Abstract

This study sought to investigate the impacts of big data, artificial intelligence (AI), and business intelligence (BI) on Firms' e-learning and business performance at Jordanian telecommunications industry. After the samples were checked, a total of 269 were collected. All of the information gath-ered throughout the investigation was analyzed using the PLS software. The results show a network of interconnections can improve both e-learning and corporate effectiveness. This research con-cluded that the integration of big data, AI, and BI has a positive impact on e-learning infrastructure development and organizational efficiency. The findings indicate that big data has a positive and direct impact on business performance, including Big Data External and Internal, Innovative Usage, Indexing, and Sources Accuracy. In addition, Artificial intelligence positively affects business per-formance, including Data Accuracy, Data Transparency, Data Speed, and Creative Thinking and Learning. Moreover, business intelligence has a direct and positive impact on business performance, including Data Warehouse, Data Mining, Business Process Management, and Competitive Intelli-gence. In addition, the findings indicate that e-learning which represents system quality, information quality, and self-efficacy has a positive relationship on enhancing business performance. Interest-ingly, the present findings are inconsistent with those of previous studies showing the variables of interest which have no effect on e-learning and business performance. Taken together, the findings of this study suggest that firms should begin to apply processes related with applying e-learning and developing business performance. The novelty of the present study lies in highlighting the key dimensions of big data, artificial intelligence, and business intelligence when it comes to enhancing e-learning and business performance at Jordanian telecommunications industry.