The Role of Big Data and AI In Capital Market Based Accounting

Masradin Masradin; Syamsuddin Syamsuddin; Neks  Triani; Syarifuddin  Rasyid; Sahrir Sahrir

doi:10.33395/owner.v10i4.3836

Authors

Masradin
✉ Corresponding author: masradin.unhas@gmail.com Universitas Pepabri Makassar
Syamsuddin Universitas Hasanuddin
Neks Triani Universitas Sembilanbelas November Kolaka
Syarifuddin Rasyid Universitas Hasanuddin
Sahrir Universitas Muhammadiyah Palopo

DOI:

https://doi.org/10.33395/owner.v10i4.3836

Keywords:

Big Data, Artificial Intelligence (AI), Capital Market, Accounting

Abstract

This study used a Systematic Literature Review (SLR) to examine the role and use of Big Data and Artificial Intelligence (AI) in capital market-based accounting and identify factors influencing the effectiveness of their implementation. The study followed the PRISMA 2020 protocol. From 437 records obtained through eight keyword combinations in the Scopus database, 29 studies were selected after filtering based on the 2016–2026 publication period, Q1–Q4 journal quality, and thematic relevance. The study grouped the literature into four main aspects: data infrastructure, analytical processing, disclosure and reporting, and governance and assurance. These four aspects were then integrated into the AI-Accounting Value Chain and Governance Loop (AVC-GL) model. The findings indicate that Big Data expands information sources for accounting and capital market analysis, while AI helps process complex data and supports decision-making. However, the effectiveness of its implementation is highly dependent on data quality, governance, professional oversight, and human ability to evaluate technological outcomes. The use of generative AI also improves the efficiency of corporate disclosures, but introduces new risks, including greenwashing. This study contributes through the development of a functional taxonomy and AVC-GL model to explain the relationship between technology, governance, information quality, and decision-making in capital markets.

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