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Mitigating liabilities of foreignness in migrant entrepreneurship: The role of AI in building virtual embeddedness

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  • Stoyanov, Stoyan
  • Stoyanova, Veselina

Abstract

This study explores how Generative Pretrained Transformer (GPT) Artificial Intelligence (AI) aids migrant entrepreneurs (MEs) in overcoming the social interactions' impact liabilities of foreignness has on their embeddedness and collaboration prospects within host business environments. Drawing upon a qualitative interpretivist approach, semi-structured interviews were conducted with 20 Bulgarian MEs in the UK actively using this technology. Thematic analysis of the collected data revealed that GPT AI serves as a critical tool for establishing virtual embeddedness, consequently reducing liabilities of foreignness in the host country.

Suggested Citation

  • Stoyanov, Stoyan & Stoyanova, Veselina, 2025. "Mitigating liabilities of foreignness in migrant entrepreneurship: The role of AI in building virtual embeddedness," Technological Forecasting and Social Change, Elsevier, vol. 220(C).
    • Handle: RePEc:eee:tefoso:v:220:y:2025:i:c:s0040162525003543
    DOI: 10.1016/j.techfore.2025.124323
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