The role of entrepreneurial orientation on the adoption of artificial intelligence within organisations : the mediating roles of organisational learning and innovation capacity

Abstract

This study examines the application of artificial intelligence (AI) technology in South African organisations, with a special emphasis on small to medium-sized firms (SMEs) and the influence of entrepreneurial orientation (EO) as a critical factor. This research is motivated by the growing significance of AI in improving operational efficiency and competitive advantage, with a discernible gap in comprehending the factors that affect AI adoption in emerging economies. The main aims are to investigate the correlation or relationship between entrepreneurial orientation and artificial intelligence adoption, assess the mediating effects of organisational learning and innovation capability, and furnish empirical data to substantiate these associations. The hypotheses assert that elevated degrees of entrepreneurial orientation are positively correlated with the adoption of artificial intelligence, with organisational learning and innovation capacity acting as mediators in this association. The study adopts a quantitative technique through a cross-sectional survey aimed at medium to large enterprises in South Africa, gathering data on entrepreneurial orientation, artificial intelligence adoption, and other organisational factors. The findings demonstrate a substantial positive correlation between entrepreneurial orientation and artificial intelligence adoption, with organisational learning amplifying this connection, so highlighting the imperative for organisations to foster a culture centred on learning. The research enhances the theoretical discussion on technology adoption and entrepreneurship by unifying entrepreneurial orientation, organisational learning, and innovation capability into a comprehensive framework. Nonetheless, the emphasis on medium to large enterprises may constrain the applicability of the findings to smaller organisations or alternative situations. Future study should investigate the intricacies of these linkages, including the specific elements of entrepreneurial orientation that impact AI adoption and the potential moderating variables influencing these dynamics.