Artificial Intelligence Adoption and the Performance of Tunisian SMEs: The Moderating Role of Entrepreneurial Orientation

Abstract

Abstract:

This study investigates the impact of artificial intelligence (AI) adoption on the performance of small and medium-sized enterprises (SMEs), with a particular focus on the moderating role of entrepreneurial orientation (EO). The research is motivated by the growing imperative for firms in resource-constrained economies to leverage digital technologies as a means of sustaining competitiveness. Survey data were collected from 250 SMEs across key economic regions and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The empirical findings reveal that AI adoption exerts a significant positive effect on firm performance, particularly by enhancing operational efficiency and improving financial outcomes. Furthermore, EO strengthens this relationship by fostering adaptive learning, resource orchestration, and strategic responsiveness to environmental turbulence. The study contributes to the digital transformation literature by extending theory to an emerging economy context and demonstrating how organizational posture conditions the benefits of AI integration. Beyond theoretical contributions, the results offer concrete guidance for decision-makers: managers are encouraged to complement technological investments with entrepreneurial capabilities, while policymakers are advised to create supportive ecosystems that facilitate AI diffusion. Together, these insights show that AI adoption, when combined with an entrepreneurial mindset, can serve as a pathway toward resilience, growth, and sustainable competitive advantage.

Keywords: Artificial intelligence, SME performance, entrepreneurial orientation, dynamic capabilities, Tunisia.