The Impact of Artificial Intelligence on Decision-Making Processes in Modern Small Business

Abstract

In the digital economy, artificial intelligence (AI) technology has played a significant role in changing how businesses make decisions, especially for small enterprises with limited resources. The objectives of this research were to 1) study the level of technology acceptance factors among small businesses in Thailand; 2) examine the level of business decision-making among Thai small businesses; and 3) analyze the influence of variables affecting business decision-making among Thai small businesses. The research framework for this mixed-methods study is based on business decision-making concepts and the Unified Theory of Acceptance and Use of Technology. The sample group consisted of 420 small business entrepreneurs, selected through multi-stage sampling and purposive sampling methods. The research instruments included questionnaires and structured interviews. Data analysis was conducted using statistical methods. For quantitative research, frequency, percentage, mean, standard deviation, and multiple regression analysis were employed. For qualitative research, content analysis was used, followed by descriptive narrative writing.

The finding showed that 1) overall, small businesses had a high level of technology acceptance, 2) the level of business decision-making among small businesses was high overall, and 3) the top three variables influencing decision-making were facilitating conditions, performance expectancy, and price. The qualitative research revealed that AI contributes to improved accuracy in strategic planning; however, the deployment of AI remains challenged by infrastructure, knowledge, and budgetary limitations. These findings can guide strategies for promoting small businesses to adopt AI appropriately. This is crucial for enhancing competitiveness and facilitating the effective, cost-effective, and sustainable implementation of artificial intelligence.