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Between Expectation And Reality: A Comparative Study Of Ai-Adopting And Non-Adopting Smes In Romania

Author

Listed:
  • BASU Alina-Maria

    (Alexandru Ioan Cuza University of Iasi)

  • BARBACARU Lucian

    (Alexandru Ioan Cuza University of Iasi)

  • THEODORU Irina-Constanta

    (Alexandru Ioan Cuza University of Iasi)

Abstract

The artificial intelligence (AI) market, estimated at US$244 billion in 2025, is placing increasing competitive pressure on enterprises of all sizes. Small and medium enterprises (SMEs), which already face challenges in sustaining growth, must now navigate rapid, AI-driven market shifts. In economically constrained contexts such as Romania, where AI adoption among enterprises remains the lowest in the European Union, this pressure is particularly acute.This study investigated AI integration within Romanian SMEs through an exploratory quantitative survey of 92 companies, comparing adopters (n = 61) to non-adopters (n = 31). Binary logistic regression revealed that organisational digitalisation level and technology adoption orientation were the strongest predictors of AI adoption, while commonly assumed barriers such as job insecurity, technostress, and perceived risk showed no significant predictive power at the composite level. However, disaggregating barrier dimensions revealed that concern over customer experience depersonalization was a significant inhibitor, reducing adoption odds by 70%.The findings uncovered an expectation-reality gap: non-adopters held significantly higher expectations of AI s strategic decision-making benefits than adopters reported from actual experience, while both groups agreed on AI s operational potential. Practical experience appears to recalibrate perceptions, with adopters shifting focus from relational fears toward operational and strategic risks. These results suggest that successful AI adoption in SMEs depends less on eliminating fears

Suggested Citation

  • BASU Alina-Maria & BARBACARU Lucian & THEODORU Irina-Constanta, 2025. "Between Expectation And Reality: A Comparative Study Of Ai-Adopting And Non-Adopting Smes In Romania," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 77(3), pages 90-105, December.
    • Handle: RePEc:blg:reveco:v:77:y:2025:i:3:p:90-105
    DOI: 10.56043/reveco-2025-0028
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    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty

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