Innovation of SMEs in Ecuador: An Approach from Socio-emotional Wealth and the Use of Artificial Intelligence

Small and medium-sized enterprises (SMEs) in Ecuador face constant challenges to stay competitive in an environment of digital transformation. Artificial intelligence (AI) has become a key tool to optimise processes, while socioemotional wealth influences decision-making and the work environment. This study analysed how the combination of both factors impacts the innovation and competitiveness of Ecuadorian SMEs, identifying strategies to improve their performance in the market. A mixed methodology was applied, combining surveys of 150 workers with interviews of 10 selected SME managers. The surveys, conducted using Google Forms, assess the perception of AI implementation and the importance of socio-emotional values. The interviews, carried out by Zoom, allowed us to delve into strategies, best practices and challenges in the integration of technology and emotional management. The results showed a positive trend in the adoption of AI, highlighting its impact on process optimisation and productivity improvement. It is also confirmed that socioemotional richness influences team cohesion and strategic decision-making. However, barriers such as lack of training and resistance to change were identified. Finally, strategies were proposed to balance technology with emotional well-being and strengthen business competitiveness.