TY  - JOUR
T1  - Artificial Intelligence Readiness and Adoption in Firms
JO  - Journal of Emerging Trends in Marketing and Management
VL  - I
IS  - 3
SP  - 64
EP  - 76
PY  - 2025
DA  - 2025/12/05
PB  - The Bucharest University of Economic Studies Publishing House
PP  - Bucharest, Romania
T2  - 
AU  - MA, Lingling
SN  - 2537-5865
DO  - 
UR  - https://www.etimm.ase.ro/RePEc/aes/jetimm/2025/JETIMM_V03_2025_155.pdf
KW  - AI Readiness and Adoption
KW  - Bulgarian firms
KW  - TOE framework
KW  - Clusters
AB  - 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.
ER  -