Is leveraging AI and Big Data in Organizations a Myth? A Systematic Literature Review

Over the past decades, the growth of artificial intelligence (AI) and big data has been instrumental in enhancing operational efficiency, user engagement, and strategic decision making across organizations, institutions, and companies. However, despite the growth and discussions on AI and big data driven research whether empirical or conceptual there seem to be myths and overhype regarding the impact of AI and big data. Therefore, this study aims to delve into research across diverse fields and contexts, focusing on the adoption of natural language processing (NLP). Thus, this study seeks to answer the broader question: Is leveraging AI and big data in organizations or business practices a myth? To explore this question further, this study provides a systematic literature review across interdisciplinary subjects, focusing on articles published between 2014 and 2024 . This allows for a decade long examination of AI and big data. Furthermore, the study will focus on AI concepts, NLP, user involvement, and the operational and strategic use of AI and big data. Through the literature review, the study will further explore specific streams, conflicting discussions, and dimensions. Overall, this study aims to review AI and big data concepts that will fundamentally contribute to the information systems (IS) field by highlighting important concepts and practices for future research trajectories. This will help researchers and practitioners reconcile the myths and verities of AI and big data.<p></p>