Investigating the impact of AI on SMEs: communicative challenges and insights from an Italian study

This study examines the adoption and inte­gration of Artifìcial Intelligence (AI) solutions across various business functions, such as cus­tomer care, communication, public relations, and marketing, focusing on a sample of 200 Italian micro, small, and medium-sized enter­prises (SMEs). Tue analysis is grounded in the theoretical frameworks of Adoption and Diffu­sion Theory and the Technology-Organization­Environment (TOE) model. It explores both the opportunities and barriers perceived by C-level managers in implementing AI systems with­in their organizations. Tue study, based on 200 CATI interviews with SMEs managers (admin­istrated in collaboration with IPSOS as part of a broader national research project), highlights that communication is increasingly recognised as a key area for AI adoption, although current use remains confìned to routine tasks. In generai, existing data show that engagement with AI is growing, but remains underdeveloped, due to inadequate digitai skills and limited gov­ernment support. Furthermore, media narra­tives signifìcantly impact managers' perceptions of AI, with many expressing concerns about its potential impact on job loss. Tue study calls for further qualitative investigation and cross-coun­try comparisons, emphasizing the need for AI literacy and clearer AI competencies.