Driving AI-integrated CRM adoption in emerging markets: the role of attitude and perceived usefulness insights from Ecuadorian organizations

Purpose Currently, the adoption and enhancement of business systems with artificial intelligence (AI) has become a priority for all types of organizations. Understanding these dynamics and properly leveraging them could become a strategy that acts as a competitive advantage within organizations, especially in emerging contexts such as Latin America. This study aims to identify the factors that influence the adoption of these customer relationship management (CRM) systems integrated with AI, taking Ecuadorian companies as a case study, focusing on perceived usefulness (PU), perceived ease of use (PEOU)/confidence, attitude, behavioral intention (BI) and AI-integrated CRM system (AICS) adoption. Design/methodology/approach Using a quantitative approach, data were collected from 101 employees of Ecuadorian organizations using a questionnaire based on validated scales. Data were analyzed using structural equation modeling (SEM) and mediation tests. Findings The results show that attitude has a strong and significant impact on BI (β = 0.992, p < 0.001) and AICS adoption (β = 1.484, p = 0.013). PU also positively influences BI (β = 0.213, p = 0.039), while PEOU/confidence has no significant impact. BI does not influence system adoption. Originality/value These findings highlight the importance of fostering a positive attitude and highlighting the practical benefits of the system to facilitate adoption. This study contributes to the literature by providing empirical evidence on the key factors influencing the adoption of CRM systems with AI in an emerging context such as Ecuador.