<p>Business intelligence has become indispensable to leaders in various fields because it aids in performing various tasks, including: support informed decision-making. Despite this, its implementation in public universities-which are considered key drivers of sustainable development-remains underexplored. Using the Diffusion of Innovation Theory, this study investigates the critical factors that influence BI adoption by Jordanian public universities. Based on an analysis of responses from 500 decision-makers, the results indicated that upper management support, data awareness, structural preparedness, and technological compatibility significantly influenced BI acceptance. Interestingly, data awareness turned out to be the most influential predictor, whereas system complexity appeared as a major inhibitor. Crucially, this study discusses BI not only as an enabling technology but also a strategic enabler in sustainable development through the promotion of data-driven governance, efficiency, and resource optimization within academic institutions. Business intelligence, or BI, has been widely embraced by leaders in various sectors due to its potential to drive knowledgeable decision-making. Therefore, this research will seek to investigate the essential factors that influence the rate of BI adoption in, within the conceptual framework of the Diffusion of Innovation Theory. Consequently, relevant elements in DOIT settings are identified from prior literature related to Business Intelligence. In this regard, the current study used PLS-SEM modeling to analyze quantitative data from 500 respondents in various managerial settings in public universities in Jordan. The findings show that support from the upper management, data awareness, alignment, structure preparedness, comparative advantages, difficulty, awareness of data, and customer satisfaction constitute important factors that affect Business Analytics CA, which was statistically trivial. It was also observed that among these factors, awareness of the data stands as the most significant predictor and that Complexity has an important negative impact on BI, and therefore it is a major obstacle in BI acceptance. These results from this study provide important understanding for the institution leaders of the public universities regarding the causes that lead them to think about for effective BI deployment. This study pursues an investigation of the determinants of BI implementation in the public Jordanian universities within the context provided by the Diffusion of Innovation Theory. Beyond the technical and organizational considerations, it emphasizes the role of BI as a strategic enabler of sustainable development. This research aims to identify how data-driven decisions powered by BI contribute toward the sustainability, efficiency in operations, and long-term development goals of institutional performance in higher education institutions. In this present study, we add more theoretical depth by considering, along with DOIT, the Technology-Organization-Environment (TOE) framework to capture the contextual factors specific to Jordanian public universities, including institutional bureaucracy, resource limitations, and cultural dynamics that may influence the way BI is adopted compared to other settings This ranges from the tracking of energy consumption, optimization of resource allocation, to supporting equitable access to educational services, thus linking directly the adoption of BI to institutional contributions toward UN Sustainable Development Goals.</p>