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The study aims to reveal the relative importance of each characteristic of a proactive prosumer and determine the role of each characteristic in improving technological innovation.

Our data were collected via emails using a final sample of 280 technical managers from Egypt’s information technology (IT) firms who have some software development expertise. The data were analyzed using the iterative dichotomiser 3 (ID3) algorithm.

The results indicate that proactive prosumer characteristics (initiative and creativity) positively affect technological innovation. Furthermore, there is no technological innovation without initiative.

This study uses ID3 decision tree analysis to analyze the role of proactive prosumers in technological innovation. It greatly advances the area by addressing the need for quantitative studies in administrative sciences. The study highlights initiative and creativity as essential innovation drivers, contributing to consumer and prosumption theories and the changing consumer-firm connection. The ID3 algorithm distinguishes the study from earlier statistical studies. The study’s limitations advise increasing prosumer literature, studying psychological aspects and comparing cultures. Use various algorithms and moderator and mediator factors to improve methodology. Technical managers' opinions must also be understood.

This research contributes to the existing knowledge base by examining the intricate relationship between proactive prosumers and technological innovation. It offers a novel approach by employing the ID3 decision tree algorithm within the administrative sciences, a domain that needs to be explored in prosumer research. By bridging the methodological gap, this study addresses the need for more quantitative investigations into prosumers in the management field. Furthermore, it pioneers the application of artificial intelligence techniques to analyze the prosumer phenomenon quantitatively. The paper concludes by outlining potential avenues for future research.