Artificial Intelligence Readiness and Adoption in Firms

Lingling Ma ()
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Lingling Ma: Sofia University St. Kliment Ohridski

Journal of Emerging Trends in Marketing and Management, 2025, vol. 1, issue 3, 64-76

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.

Keywords: AI Readiness and Adoption; Bulgarian firms; TOE framework; Clusters. (search for similar items in EconPapers)
JEL-codes: L20 M15 O33 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:aes:jetimm:v:1:y:2025:i:3:p:64-76

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