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Business intelligence (BI) has become increasingly popular among executives in various industries owing to its potential to facilitate informed decision-making. Nevertheless, its adoption is not well explored in higher education institutions (HEIs), where a large volume of data is generated. Therefore, this study aims to investigate the key drivers that underlie BI adoption in HEIs, leveraging the conceptual lens of the Technology-Organization-Environment (TOE) framework. To do so, prominent factors in TOE contexts have been gleaned from related BI literature. The study used PLS-SEM modelling to analyze quantitative data collected from 387 individuals in various management roles within HEIs in Jordan. The results showed that top management support, information culture, compatibility, organizational readiness, relative advantages, perceived Complexity, information quality, and vendor selection are significant determinants of BA in HEIs—competitive pressure, which was statistically insignificant. The results further revealed that information culture emerges as the strongest predictor, while Complexity exerts a significant negative effect on BI, demonstrating that Complexity acts as a key hurdle in BI adoption. The outcomes of this study offer valuable guidance for HEIs executives concerning the antecedents to consider for successful BI implementation. [ABSTRACT FROM AUTHOR]