Advanced Technologies in Business: An Overview of the Art and Fiction of Their Societal Impact

This study provides a systematic literature review (SLR) to examine how advanced technologies (i.e. artificial intelligence (AI), blockchain, big data analytics, and the metaverse) are strategically aligned and incorporated into current business practice. The study provides a synthesis of findings from 100 publications published in peer-reviewed articles from 2023 to 2025 and presents consistent findings about how advanced technologies are aligning and differentiating organisations from their interactions with customers, as well as how these technologies impact decision-making processes and organisational structure. The study applies thematic analysis, and subsequently four prevalent themes were documented: Strategic Alignment, Data-Driven Decision-Making, Change to Traditional Organisation and Operations, and Customer-Centric Innovation with Ethical Alignment. It is theorised using a conceptual mapping to detail the integration of factors influencing advanced technologies, and that the degree of alignment in digital transformation will not be technically isolated; it will require a process of leadership, ethics, and cultural readiness. It was noted a descriptive analysis of the academic conversation was prevalent in technology-based (operations) journals, in turn there is an opportunity for future contributions and acknowledgement in the leading business and management journals (ABS 3, 4, and 4*). The article closes with recommendations for business practitioners and a future research agenda requiring further empirical studies related to AI governance, people and workforce transformation, and responsible marketing. This review therefore provides a holistic and interdisciplinary perspective into how businesses can harness advanced technologies for sustained competitive advantage grounded by ethics.