Does ESG Practices Influence Financial Companies’ Performance? The Moderating Role of AI Use
A This study examines the interplay between environmental, social, and governance (ESG) practices, artificial intelligence (AI) adoption, and financial performance within Saudi Arabia’s financial sector. It investigates whether AI adoption moderates the ESG–performance relationship, reflecting the sector’s ongoing digital transformation under Vision 2030. Drawing on 224 firm-year observations across banks, diversified financials, real estate investment trusts (REITs), and insurance companies, the study employs content analysis of annual reports to identify AI implementation. Panel regression models are used to test the effects of ESG practices on both accounting-based (ROE) and market-based (Tobin’s Q) performance measures, while examining AI’s moderating role. The results reveal that ESG practices significantly enhance accounting-based performance, particularly return on equity, while board size exerts a positive and board independence a negative influence. However, ESG does not significantly affect market-based valuation (Tobin’s Q). Notably, AI adoption negatively moderates the ESG–financial performance link, suggesting short-term challenges in integrating digital transformation with sustainability strategies. This study contributes to literature in three key ways. First, it provides new evidence from financial institutions in a developing economy—Saudi Arabia—where ESG and AI integration remains underexplored. Second, unlike previous research that proxies AI adoption through R&D expenditure, this study captures actual deployment of AI tools in operational activities. Third, it extends the ESG–performance debate by introducing AI adoption as a novel moderating factor. The findings offer actionable insights for managers and policymakers in emerging markets, underscoring the importance of developing organizational capabilities that harmonize AI-driven innovation with ESG principles to foster sustainable long-term value creation.