Business process innovation through digital strategy: unveiling the adoption of big data analytics and the evolution of digital culture

Purpose This research aims to elucidate the interplay between implementing digital strategies, adopting big data analytics–artificial intelligence (BDAAI), and business process innovation, with a particular emphasis on assessing the moderating impact of digital culture. This article explores how big data analytics can provide organizations with the tools and resources to utilize their data assets effectively, fostering novel and innovative processes. Design/methodology/approach The research employed a questionnaire-based approach to collect data from managers in Pakistan’s telecom sector. Data analysis was conducted using SPSS and AMOS software. The measurement model’s suitability was assessed via confirmatory factor analysis (CFA) using AMOS. Findings Preliminary results indicate a correlation between these critical factors: digital strategy prioritization, big data analytics incorporation and digital culture cultivation. The study results confirm the effect of digital strategy on business process innovation and support the positive mediating role of the adoption of BDAAI and the moderating role of digital culture. Research limitations/implications The research offers insights but is limited to Pakistan’s telecom industry. Digital strategy is crucial for innovation amid digital transformation, with BDAAI enhancing process innovation. The digital culture in telecom will drive industry digitalization through BDAAI in business innovation. Originality/value Leveraging artificial intelligence within a digital culture context could be a productive tool for improving business processes. This research represents a novel exploration of the intersection between digital strategy, BDAAI and digital culture within the context of the telecommunications industry.