The Impact of Robotics and Artifical Intelligence on Entrepreneurial Skills Development and Marketing Innovation

Abstract

The rapid advancement of robotics and artificial intelligence (AI) has transformed business operations and accelerated digital innovation among technology startups. However, limited studies have simultaneously examined the roles of AI adoption, technological infrastructure, and digital entrepreneurship literacy in shaping digital entrepreneurial capability, marketing innovation, and entrepreneurial performance. This study investigates these relationships within technology startups in Yogyakarta, Indonesia. A quantitative approach was employed using survey data collected from startup founders, managers, and directors. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The findings reveal that robotics and AI adoption significantly enhances digital marketing innovation but does not have a significant effect on digital entrepreneurial capability. Technological infrastructure positively influences both digital marketing innovation and digital entrepreneurial capability, while digital entrepreneurship literacy significantly improves digital entrepreneurial capability but shows no significant impact on digital marketing innovation. Furthermore, digital marketing innovation and digital entrepreneurial capability positively contribute to entrepreneurial performance. These findings highlight that the benefits of robotics and AI adoption are primarily realized through innovation-oriented mechanisms rather than direct capability development. This study contributes to the digital entrepreneurship literature by providing empirical evidence from technology startups in an emerging digital ecosystem and emphasizing the importance of infrastructure readiness and entrepreneurial literacy in improving organizational performance.