Determinants of AI adoption intention in SMEs. Romanian case study

Abstract

The paper investigates the drivers and barriers that encourage or hinder the adoption of artificial intelligence (AI) technologies within Romanian SMEs. By using the Technology-Organisation-Environment (TOE) framework, we examined the role of several factors from each TOE dimension in predicting the AI adoption behaviour. The factors were constructed through factor analysis followed by the estimation of a linear regression model. Partial least squares structural equation modelling was then used in order to further explore the relationships and to check the robustness of the linear regression model. Our findings highlight the significant role played by leadership, organizational readiness, as well as the “push-and-pull” effect of competitors and customers in encouraging SMEs to adopt AI technologies. However, in the case of Romania, specific challenges related to a lack of digital skills among employees, a limited understanding of the relative advantage that digitalisation can offer, as well as a lack of marketing efforts from the side of vendors make it difficult for SMEs to consider the implementation of AI technologies. This exploratory study seeks to understand the underlying trends of the phenomenon and serves as a stepping stone for vendors, managers, as well as researchers to better understand the market for AI tools and solutions among Romanian SMEs.