Aug 2026· International Journal Administration, Business & Organization· 0 citations· 22 references
TL;DR
It is indicated that AI-based design technology can enhance promotional effectiveness, strengthen brand identity consistency, and support faster, more accurate, and adaptive decision-making processes in response to market dynamics.
Abstract
The adoption of Artificial Intelligence (AI) continues to drive change across various business activities, including in the Micro, Small, and Medium Enterprises (MSME) sector. In the fashion industry, AI-based design platforms have become essential tools for supporting marketing strategies through more engaging, efficient, and consistent visual communication. This study analyzes the impact of using Canva AI on the quality of business decision-making among fashion MSMEs in Bandung, with digital literacy and user experience serving as moderating variables. The method employed is a quantitative explanatory survey, with data collected from 253 fashion MSME owners in Bandung who actively utilize Canva AI in their business operations. Analysis was conducted using SPSS and SmartPLS 4 through validity and reliability tests, factor analysis, and structural equation modeling. The results indicate that the use of Canva AI is positively associated with improved business decision-making quality. However, digital literacy and user experience were not found to significantly moderate the relationship between Canva AI usage and business decision-making quality. These findings indicate that AI-based design technology can enhance promotional effectiveness, strengthen brand identity consistency, and support faster, more accurate, and adaptive decision-making processes in response to market dynamics. This study expands the body of research on AI-based decision support systems for SMEs and provides practical insights for fashion business owners.
Examining the impact of Artificial Intelligence adoption on the economic, environmental, and social dimensions of sustainable business performance among Indian MSMEs is expected to demonstrate that AI adoption significantly improves operational efficiency, innovation capability, environmental responsibility, and financial performance among MSMEs.
Dr.K. Surendran· International Journal of Dru...· 0 citations
Type of the article: Research ArticleAbstractThe rapid development of artificial intelligence (AI) and digital transformation has significantly reshaped marketing activities, particularly for small and medium-sized enterprises (SMEs) operating under resource constraints. In emerging economies such as Vietnam, empirical evidence regarding the effectiveness of AI application in marketing remains limited and fragmented. Therefore, this study aims to examine the impact of AI application on marketing performance of SMEs in Hanoi, Vietnam. The study applies the resource-based view (RBV) and dynamic capabilities theory (DCT) as the theoretical foundation to analyze the relationships between AI-enabled marketing capabilities and marketing performance. The study used quantitative research through a survey of 237 SME managers and employees in Hanoi. The collected data were analyzed using SPSS and structural equation modeling (SEM).The findings indicate that AI application in customer data analytics positively affects market performance (β = 0.219, p < 0.01), customer performance (β = 0.186, p < 0.05), financial performance (β = 0.174, p = 0.050), and communication performance (β = 0.620, p < 0.001). AI-enabled marketing personalization is positively associated with market, financial, and communication performance. However, customer performance showed a statistically significant negative coefficient. In addition, AI-based marketing automation and interactive customer communication demonstrate varying effects across different dimensions of marketing performance. The study contributes to the literature on AI-driven marketing by providing empirical evidence from an emerging economy context and offering managerial implications for SMEs seeking to improve marketing effectiveness through AI adoption.
D. Hung, Tuan Anh Le· Problems and Perspectives in...· 0 citations
The findings indicate that AI Adoption and Digital Transformation Capability did not significantly predict Export Performance in the selected sample and highlights the need for cautious interpretation of technology-related capabilities in the context of export-oriented SMEs.
B. Rohini· Asian Research Journal of Ar...· 0 citations
This study evaluates the current state of digital transformation (DT) and the application of Artificial Intelligence (AI) in human resource management and workforce training among small and medium-sized enterprises (SMEs) operating in the commerce and service sectors in the Mekong Delta region. The study employs a mixed-methods approach, combining qualitative and quantitative methods through document analysis, in-depth interviews, and both direct and online surveys. A stratified random sampling method was applied to three groups of respondents, including business leaders, managers, and employees. After the data screening process, 89 valid SME samples were retained for analysis. The study utilized a five-point Likert scale with nine AI-related variables. Data analysis methods included descriptive statistics, comparative analysis, and qualitative synthesis. The findings indicate that business leaders demonstrate positive perceptions toward AI and digital transformation; however, a significant gap remains between leaders and employees regarding AI application capabilities. Employees exhibit a high demand for AI-integrated digital skills training, yet current training programs have not fully met practical requirements. The study also highlights the importance of collaboration between universities and SMEs in co-designing AI training programs to develop a digitally skilled workforce for the digital economy.
Trieu Thai Duong, H. Thanh, Danh et al.· Journal of Science and Devel...· 0 citations
This conceptual thesis manuscript examines how AI-powered marketing may influence the business growth of Malaysian small and medium-sized enterprises (SMEs). Drawing on the resource-based view, dynamic capabilities theory and recent digital marketing literature, the paper develops a framework linking AI-enabled customer insight, personalisation, marketing automation and predictive decision-making to sales growth, customer retention, market expansion and operational efficiency. A structured literature synthesis is used because many Malaysian SMEs are still at uneven stages of AI adoption, making conceptual clarification necessary before large-scale empirical testing. The analysis suggests that AI-powered marketing can strengthen SME growth when it improves market sensing, accelerates campaign experimentation and supports more relevant customer engagement. However, the influence is conditional on data readiness, employee digital skills, owner-manager support, ethical governance and integration with existing customer relationship management practices. The paper contributes a Malaysian SME-oriented framework and research propositions that can guide future quantitative testing using survey data from SME owners and marketing managers. It also provides practical implications for SMEs seeking incremental, low-risk AI adoption and for policymakers designing digitalisation support programmes. The study concludes that AI-powered marketing should be treated not as a stand-alone technology investment but as a capability-building process that connects data, people, platforms and responsible decision-making.
Charles Gregory· International Journal For Mu...· 0 citations
Artificial intelligence (AI) is being increasingly used in digital commerce. It helps small and medium-sized enterprises (SMEs) improve efficiency, enhance customer engagement, and support data-based decisions. However, research on AI adoption in SME e-commerce is still in emerging stage. This study aims to synthesize existing work and identify key applications, drivers, and constraints.
The study uses a systematic literature review (SLR) based on the PRISMA framework. Relevant studies were identified, screened, verified, and included from major databases using PRISMA. A total of 92 peer-reviewed articles were selected and analysed using thematic analysis.
The findings show that SMEs have yet leveraged very limited capabilities of AI for business operations. Common applications include chatbots, recommendation systems, predictive analytics, and AI-enabled CRM tools. Key contributor to adoption is technological, organizational, and environmental factors. While AI offers benefits such as cost efficiency and improved decision-making, challenges such as limited infrastructure, skill gaps, and governance concerns persist.
The study aims integrating diverse literature and presents in unified format in context of AI adoption in case of SMEs in e-Commerce. Key theories such as TOE, Dynamic Capabilities, Diffusion of Innovation, and Resource Dependency Theory and their interrelation is discussed. Finally, research gap and scope for Future research is presented.
