Evaluating the dual impact of AI and RPA on sustainability and brand equity: A case study of digital transformation in Taiwan's service sector

This study investigates the dual impact of Artificial Intelligence (AI) and Robotic Process Automation (RPA) on sustainability performance and brand equity in Taiwan’s service sector. Grounded in the Resource-Based View (RBV) and the Technology–Organization–Environment (TOE) framework, the research adopts a mixed-methods case study design involving three award-winning small-to-medium enterprises (SMEs) that participated in a national AI transformation program. By integrating digital tools such as AI-generated content platforms, RPA-enabled marketing automation, and intelligent energy management systems, these enterprises aimed to reduce material consumption, enhance customer engagement, and strengthen brand identity. Empirical evidence drawn from enterprise resource planning (ERP) records, carbon audits based on the GHG Protocol, and a structured survey of 121 employees demonstrates notable outcomes: reduced electricity usage and printing costs, increased digital marketing efficacy, and improved perceptions of organizational innovation and sustainability. Statistical analyses reveal significant between-firm differences in perceived benefits, while employee attitudes toward AI and RPA were consistently positive across dimensions. These findings highlight how AI and RPA can serve as catalysts for cleaner operational practices and strategic brand development, aligning with the journal’s focus on engineering solutions for sustainable consumption and technological advancement. • Demonstrates how AI and RPA adoption jointly enhance environmental sustainability and brand equity in service-sector SMEs. • Develops an integrated analytical framework combining the Technology–Organization–Environment (TOE) and Resource-Based View (RBV) perspectives. • Provides empirical insights from a multi-case study of three award-winning Taiwanese service enterprises. • Shows that intelligent automation supports green innovation through reduced energy use and paper consumption while strengthening customer engagement. • Offers actionable recommendations for sustainable digital transformation policies in service-based industries.