Examining Organizational and Human Drivers of Artificial Intelligence Adoption for Enhancing Operational Performance in Thai Technology Enterprises

Background/problem: The rapid advancement of artificial intelligence (AI) has transformed business operations worldwide, yet its adoption in Thailand’s technology sector remains influenced by various organizational and external factors. Objective/ purpose: This study examines the influence of artificial intelligence (AI) adoption on operational performance within technology firms in Thailand. Six hypotheses are tested to assess the influence of competitive pressure, external support, top management commitment, employee adaptability, and organizational readiness on AI adoption. In turn, the effect of AI adoption on operational performance is examined. Design and Methodology: The study surveyed 450 employees in technology companies across Thailand. Sampling followed a three-step process: judgmental sampling to select qualified participants, followed by convenience and snowball sampling. The validity test was conducted to get experts’ rating with Item-Objective Congruence (IOC) index. Additionally, a pilot test with 50 participants confirmed the reliability of the survey instrument using the Cronbach's Alpha. The data were analyzed by using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). Results: The findings indicate that competitive pressure, top management commitment, and organizational readiness significantly influence AI adoption, while external support and employee adaptability do not. AI adoption, in turn, strongly affects operational performance. Conclusion and Implications: This study provides valuable knowledge for technology enterprises in Thailand, emphasizing the importance of competitive awareness, strong management commitment, and organizational readiness to successfully adopt AI and optimize operational performance.