Entrepreneurship, Ai And Digital Transformation: Insights From Three Romanian Companies

The rapid pace of technological innovation has reshaped entrepreneurial dynamics worldwide with digitalization and artificial intelligence becoming key drivers of change. While advanced economies are considered leaders of technological breakthroughs, emerging economies are gaining more and more prominence in implementing digital transformation by refining entrepreneurial strategies under conditions of resource scarcity and institutional constraints. This article investigates the close link and interplay between entrepreneurship, AI, and digitalization through a multiple case study of three technologically driven Romanian companies operating in distinct sectors. Our research employs a qualitative and exploratory approach consisting of interviews, questionnaires, and digital branding analysis. This mixed methodology assists in revealing the multifaceted nature of these economic transformations in an emerging market. The study also examines how entrepreneurs adopt technological tools, adapt business models, and confront emerging challenges. Research findings suggest that digitalization is not perceived as an optional asset but rather as a necessity for business survival, visibility, and scalability. Despite displaying contrasting approaches to leadership and strategic planning, all three Romanian entrepreneurs leveraged digital tools to enhance efficiency and customer engagement, but still faced multiple barriers such as limited resources, disruptive technological change, and dependence on external platforms. To sum up, the study contributes to the existing body of research by highlighting the need of further investigating the growing role of emerging economies in global digital entrepreneurship, while outlining structural challenges that continue to obstruct their transformative potential.