This study examines how major Indian English-language newspapers frame the role of Artificial Intelligence (AI) in advancing sustainable development within organizational contexts. Through qualitative content analysis of five leading dailies (The Times of India, The Hindu, The Indian Express, Hindustan Times, and The Economic Times) from 2019 to 2024, the research identifies dominant narratives, thematic trends, and discursive patterns in media coverage of AI for sustainability. Findings reveal that while environmental applications of AI (climate modeling, waste management, renewable energy) receive significant attention, business efficiency narratives dominate, particularly in economically oriented publications like The Economic Times. Ethical concerns, including job displacement, data privacy, and regulatory gaps, emerge as critical counter-narratives, most prominently in The Hindu. The analysis also highlights the growing discourse around AI-driven corporate social responsibility (CSR) and public-private partnerships, though these are often subordinated to profit-centric frameworks. The study underscores the media's role in shaping organizational and public perceptions of AI's sustainability potential, revealing a tension between techno-optimist narratives and critical scrutiny of socio-ethical risks. While AI is broadly depicted as an enabler of sustainable development, the coverage tends to prioritize economic gains over systemic ecological or social equity considerations.
Artificial Intelligence (AI), Sustainable Development, Media Narratives, Organizational Sustainability, Indian English Dailies, Discourse Analysis
. Media Narratives on AI For Sustainable Development in Organizations: An Analysis of Major Indian English Dailies. Indian Journal of Modern Research and Reviews. 2025; 3(5):62-66
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