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Artificial Intelligence Readiness and Adoption in Firms

Author

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  • 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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    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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