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Artificial Intelligence Readiness and Adoption in Firms

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Listed:
  • Lingling MA

    (Sofia University St. Kliment Ohridski)

Abstract

The purpose of this study is to exploring the factors related to readiness for Artificial Intelligence (AI) adoption and to examine the current state of AI adoption practices among firms in Bulgaria. This study examines the factors related to AI technology innovation based on the technology-organization-environment (TOE) model. Four critical factors related to AI adoption are identified. The result is empirically tested with data collected by online survey filled by firms in Bulgaria. Factor analysis and cluster analysis is applied to analyze the data. The study found data, AI awareness and attitude, external funding are significantly related to readiness to AI adoption. Also a typology of four player types within the Bulgarian AI landscape is formed. Leaders are more innovative; catch-uppers have the highest AI planning intensity; wannabe firms are not yet ready in terms of budget and planning strategy; and laggards are similar to “wannabes†. Additionally, practical implications and recommendations for management leaders are provided to better shape the awareness and attitude on AI itself, and to offer tailored support services to different types of companies.

Suggested Citation

  • Lingling MA, 2025. "Artificial Intelligence Readiness and Adoption in Firms," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(3), pages 64-76, September.
    • Handle: RePEc:aes:jetimm:v:1:y:2025:i:3:p:64-76
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    References listed on IDEAS

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    1. Kichan Nam & Christopher S. Dutt & Prakash Chathoth & Abdelkader Daghfous & M. Sajid Khan, 2021. "The adoption of artificial intelligence and robotics in the hotel industry: prospects and challenges," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(3), pages 553-574, September.
    2. Cao, Guangming & Duan, Yanqing & Edwards, John S. & Dwivedi, Yogesh K., 2021. "Understanding managers’ attitudes and behavioral intentions towards using artificial intelligence for organizational decision-making," Technovation, Elsevier, vol. 106(C).
    3. Aboelmaged, Mohamed Gamal, 2014. "Predicting e-readiness at firm-level: An analysis of technological, organizational and environmental (TOE) effects on e-maintenance readiness in manufacturing firms," International Journal of Information Management, Elsevier, vol. 34(5), pages 639-651.
    4. Seyed Fathollah Amiri Aghdaie & Hamidreza Talaie & Paria Soltanpour, 2020. "Evaluating the influence of individuals' personality characteristics on the preference of choosing and buying goods with an emphasis on the moderating role of mental involvement," International Journal of Productivity and Quality Management, Inderscience Enterprises Ltd, vol. 31(4), pages 574-592.
    5. Gupta, Somya & Ghardallou, Wafa & Pandey, Dharen Kumar & Sahu, Ganesh P., 2022. "Artificial intelligence adoption in the insurance industry: Evidence using the technology–organization–environment framework," Research in International Business and Finance, Elsevier, vol. 63(C).
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    Cited by:

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    3. Saad Ashfaq & Safia Waseem & Muhammad Tufail & Aqil Tariq, 2026. "Evaluating the Accuracy of Machine Learning Models with Short-Term Lag Inputs for Univariate Daily Streamflow time Series Forecasting," Water Resources Management: An International Journal, Published for the European Water Resources Association (EWRA), Springer;European Water Resources Association (EWRA), vol. 40(4), pages 1-25, March.

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    Keywords

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    JEL classification:

    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • L20 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - General

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