A responsive and agentic artificial intelligence-driven online learning framework for personalized digital competency development among digital industry entrepreneurs

Purpose This study aimed to develop and evaluate an innovative online learning management model designed to enhance digital literacy competencies among entrepreneurs in the digital industry. Grounded in work-integrated learning (WIL) principles and coaching approaches, the model further integrates agentic artificial intelligence to provide adaptive and personalized learning experiences aligned with entrepreneurial demands. Design/methodology/approach A four-phase research and development (R&D) methodology was employed. Phase one reviewed literature to identify essential model components. Phase two involved model design, integrating a responsive online platform, digital design tools, WIL and coaching. Phase three implemented the model with 43 entrepreneurs in Thailand’s New Generation Graduates Project, comprising 60 h of theoretical instruction and 225 h of workplace practice over a 12-week period. Phase four enhanced the model through the integration of agentic AI. Data collection included pre- and post-tests, authentic competency rubrics and satisfaction surveys. Analysis employed descriptive statistics, dependent t-tests (p < 0.05) and content analysis. Findings Results indicated statistically significant improvements in digital literacy. Post-test scores (M = 59.19, SD = 7.01) were substantially higher than pre-test scores (M = 36.51, SD = 10.65). Participants achieved competency at a good level, with over 60% reporting tangible entrepreneurial benefits, including increased sales, expanded customer bases and stronger competitive positioning. The integration of theoretical instruction, authentic workplace applications and personalized coaching was found to be effective, while the AI-enhanced strategy demonstrated potential for delivering adaptive, learner-centered experiences responsive to individual needs and industry contexts. Practical implications The model presents a practical solution for educators, policymakers and training providers seeking to strengthen digital literacy among entrepreneurs. Its integration of workplace learning, coaching and adaptive AI demonstrates a scalable pathway for enhancing entrepreneurial capacity in rapidly evolving digital economies. Adoption of this framework can inform curriculum design, workforce development initiatives and digital upskilling programs, ensuring alignment between learner needs and industry requirements. Furthermore, the responsive nature of the AI-enhanced framework allows for continuous adaptation, supporting sustainable entrepreneurial growth and competitiveness in dynamic business environments. Originality/value The study contributes originality by synthesizing WIL, coaching and agentic artificial intelligence into a unified online learning management framework. Unlike conventional digital literacy interventions, the model bridges academic theory with entrepreneurial practice while leveraging AI for personalization and scalability. Its empirical validation with entrepreneurs provides both theoretical and practical value, offering a replicable framework for cultivating future-ready digital competencies and fostering entrepreneurial success in technology-driven marketplaces.