This study investigates the integration of purpose-driven learning (PDL) into data analytics education to foster global competence, critical data literacy (CDL), and critical artificial intelligence literacy (CAIL). PDL emphasises intrinsic motivation and aligns educational goals with societal issues, encouraging students to apply their knowledge to real-world challenges. The research engaged 65 undergraduate business students in purpose-driven assignments centred on the UN SDGs. The results indicate that PDL significantly enhanced students’ motivation, engagement, and understanding of global issues. Authentic learning was achieved as students applied technical skills to real-world challenges. The study also demonstrated substantial improvements in CDL and CAIL, empowering students to critically assess data and AI tools within ethical and societal contexts. Furthermore, PDL fostered a sense of global citizenship, equipping students with the skills and purpose needed to address complex global problems