SOCIAL CAPITAL AND THE ROLE OF SOCIAL BROKERS IN AI (NON) ADOPTION IN DEVELOPING COUNTRIES

Mijalche Santa () and Blerton Zejneli ()
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Mijalche Santa: Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, North Macedonia
Blerton Zejneli: Faculty of Economics-Skopje, Ss. Cyril and Methodius University in Skopje, North Macedonia

No 38, Proceedings of the 5th International Conference "Economic and Business Trends Shaping the Future" 2024 from Faculty of Economics-Skopje, Ss Cyril and Methodius University in Skopje

Abstract: This research explores how social capital supports the adoption of artificial intelligence (AI) in developing countries, focusing on the role of "social brokers." A social broker is a trusted individual who occupies a unique position within a network, connecting individuals from different networks or maintaining connections with a larger number of individuals within the existing network. Based on input from the initial phase of the project, conducted in a developing country with high internet use but low AI adoption, we use qualitative research methods to better understand the practical aspects of AI adoption. Our early findings suggest that AI adoption goes beyond the right technology or skills and is strongly influenced by trusted communities and networks that shape decisions about AI adoption. "Social brokers" play a key role in this process. They help close knowledge gaps, address concerns of people who have not adopted AI or have adopted it at a low level, and show how AI can be relevant and useful for specific jobs and tasks. These "social brokers" are often seen as trusted friends, technology influencers, former colleagues, or respected local industry experts. Their presence and activities in tightly connected social networks appear to be very important for reducing the gap in AI adoption. The next phase of this research will focus on identifying the aspects of social capital that influence AI adoption, understanding the relationships that help overcome resistance to adopting AI, and developing strategies that use social capital to encourage faster AI adoption in developing countries.

Keywords: AI; Technology adoption; Social brokers; Developing countries (search for similar items in EconPapers)
JEL-codes: O31 O32 O33 (search for similar items in EconPapers)
Pages: 6 pages
Date: 2025-12-15
New Economics Papers: this item is included in nep-ain and nep-net
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