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Artificial Intelligence (AI) technology, having powerful capabilities and rapid development, has been able to move the structures of businesses and organizational processes towards intelligent automation. The role of digital transformation in universities and educational institutions has an increasing trend. New business structures and the digitization of processes, other than the advantages they bring about, might have different effects on the environment and sustainability. This study aims to identify the effective factors on AI adoption and the effect of using this technology in educational institutions and universities on their sustainable performance.

This research is applied using a quantitative approach. Universities selected for the study were ranked by Quacquarelli Symonds (QS). Of the 111 QS listed universities in the Middle East in 2023, 30 universities were randomly selected, and the research questionnaire was emailed to 50 people (administrative, educational and research staff) from each university. Information related to the level of AI technology acceptance and use was collected using a questionnaire among the university staff and faculty members; moreover, their relationship with universities’ sustainable performance scores was assessed. Path analysis and Smart PLS software have been used for data analysis.

The research findings showed that factors of technology performance, enjoyment, trust, social influence and organizational capabilities all have positive effect on AI adoption at universities. Also, the adoption of AI is considered as an effective factor in improving university sustainable performance. Therefore, based on exact data analysis using AI, universities can manage their activities and better control their environmental performance. Also, the use of AI can be effective in the availability to sustainable education in universities and the establishment of social justice in society. Accordingly, to facilitate executive processes and decision-making, policymakers in the field of science and university principals can improve administrative, educational and research processes via investing on AI, in addition to improving environmental activities and sustainable development.

The theoretical contribution of this research, other than designing an AI acceptance model for universities includes evaluating the relationship between using AI and university sustainable performance.

Augmented reality (AR) is an advanced version of the dynamic physical space that is perceived and received via visual, audio, digital and other sensory stimuli. The capabilities of virtual technologies change the field of university and education considerably. The necessity of using virtual technologies in the education field was revealed more in unforeseen disasters such as the COVID-19 pandemic. The adoption of a technology by its users is an important factor in the successful implementation of the technology. The present study evaluates several factors affecting the adoption of AR technology in the realm of tertiary education.

This study is applied in nature, and the necessary data were gathered through a survey questionnaire. The opinions of 621 students were investigated using a simple random sampling method. The multinomial logit test was used in this research.

It was found that individual and social factors such as age, education level, major and economic characteristics such as one’s income in a month, expenses of a person in a month, the level of access to high-speed internet and access to a laptop or smartphone are effective in AR technology adoption in the field of academic education.

The theoretical contribution of this study is to identify the key factors that influence the adoption of AR technology and develop a model specifically applicable to the educational field. The results of this research can be used by university managers and educational policymakers for the efficient and effective use of this technology.