Adoption of AI by micro and small health enterprises: effects of entrepreneurial orientation on the TOE model

Purpose This study aims to investigate the adoption of artificial intelligence (AI) in micro and small enterprises, particularly pharmacies, exploring the role of technological adoption models and entrepreneurial orientation. Design/methodology/approach A mixed-methods approach was employed, beginning with a qualitative analysis through semi-structured interviews with 11 pharmacists to identify suitable adoption models. This was followed by a quantitative regression analysis study of a final sample of 217 Italian pharmacist orders validating the proposed model processed with SPSS V27. Findings Technology and environmental dimensions, such as individual entrepreneurial orientation, significantly influence AI adoption in micro and small enterprises. However, organizational factors and perceived risk have less impact. Research limitations/implications The study’s limitations include its focus solely on pharmacies and its geographical scope. Future research could expand into different sectors and regions. Practical implications The findings suggest that enhancing technological capabilities and aligning them with strategic goals are crucial for successful AI adoption in micro and small enterprises. Social implications Understanding the factors influencing AI adoption can foster innovation and competitiveness among small and micro businesses, potentially contributing to economic growth and job creation and more attempts from the rise of AI solutions. Originality/value This study enriches the understanding of AI adoption dynamics in smaller enterprises, emphasizing the roles of entrepreneurial orientation and specific technological dimensions.