Is Artificial intelligence (AI) the game-changer for business? Exploring current insights, opportunities, and potential research agenda

Artificial Intelligence (AI) is radically reshaping global business practices, offering significant potential for enhanced operational efficiency, improved consumer engagement, and innovative solutions. While major organisations have successfully deployed AI across diverse sectors, the enthusiasm surrounding its transformative powers often overshadows the complex challenges it presents. High costs, ethical dilemmas, regulatory uncertainty, and risks to human employment persist as critical barriers to AI adoption. These concerns are especially salient in Asia, where labour costs are relatively low, there are strong preferences for human touch, and cultural and linguistic variances demand tailored AI approaches and governance. Despite Asia’s growing role in AI development, existing research remains heavily Western- centric, leaving a gap in understanding the region-specific implications of AI integration. This article discusses the critical discourse of AI by urging more empirical research that investigates its impact on multi-faceted industries and stakeholders, particularly in the Asian contexts. Only through ethical, inclusive, and critically informed implementation can AI move beyond hype to become a truly equitable driver of sustainable business growth in a digital era.