Influence of personal cultural orientations in artificial intelligence adoption in small and medium-sized enterprises

Abstract

This study aims to propose a theoretical model that examines the significance of personal cultural orientations, specifically focusing on innovativeness, independence, and ambiguity intolerance, in the adoption of artificial intelligence (AI) within small and medium-sized enterprises (SMEs). Additionally, the study establishes a relationship between personal cultural orientations and the Unified Theory of Acceptance and Use of Technology (UTAUT), particularly considering performance expectancy and facilitating conditions. SMEs face unique challenges and barriers in their pursuit of competitiveness, which necessitate alternative approaches and methodologies to foster the acceptance of new innovations like AI, beyond traditional technology adoption models. Employing a qualitative methodology, emphasizing documentary research, and utilizing inferential and deductive reasoning, a theoretical model is proposed. This model aims to demonstrate how analysing personal cultural orientations can facilitate the design of effective strategies and policies to support SMEs’ AI adoption, promoting their growth and sustainability in a technology-driven and highly volatile environment.