Unveiling organizational AI adoption patterns in Italian companies through the lens of the diffusion of innovations theory

english

2025

volume 23, issue 1

artificial intelligence   diffusion of innovations theory   early adopters   implementation challenges   Italian companies

Univerza na Primorskem, Fakulteta za management
(Obvezni izvod spletne publikacije)

This paper investigates the adoption and integration of artificial intelligence (AI) technologies within a sample of 237 Italian enterprises using the Diffusion of Innovations (DOI) theory as the theoretical framework. It examines the characteristics of companies leading in AI adoption, evaluating their alignment with the innovator and early adopter profiles defined by Everett Rogers in 2003 within the DOI framework. The research emphasizes AI’s significant role in enhancing operational efficiency, fostering innovation, securing competitive advantage, and driving long-term growth. It also identifies challenges such as lack of skills, data management issues, and ethical concerns. Our findings contribute empirical evidence to the academic literature on the DOI theory, addressing the underexplored context of AI in Italy. The study provides a nuanced perspective on AI’s impact on employment and sets a foundation for future research, offering managerial insights for strategically deploying AI.

26.06.2026