Examining the Impact of Digital Technologies on the Generative Artificial Intelligence Integration of Businesses in Türkiye

Generative Artificial Intelligence (GenAI), which can autonomously produce textual, visual, auditory, and video content, goes beyond creativity and offers significant advantages in business processes. This study aims to examine the relationship between the digital processes used in firms and employees’ levels of artificial intelligence usage and their intention to use it, within the framework of four fundamental factors of GenAI: performance expectancy, effort expectancy, facilitating conditions, and social influence. Data were collected from employees working in 213 companies operating in Türkiye and analyzed using regression analysis and Pearson correlation methods. The findings indicate that the digital processes implemented in firms do not have a statistically significant effect on these four factors. In contrast, employees’ intention to use artificial intelligence has a significant and positive effect on performance expectancy and social influence. Moreover, the current use of artificial intelligence is found to create significant and positive effects on effort expectancy, facilitating conditions, and social influence. Overall, the results demonstrate that, rather than the quantitative presence of digital processes, employees’ attitudes and tendencies toward artificial intelligence play a more decisive role in the integration of generative AI