Publication Details
Abstract
This article analyzes the current state and emerging trends in the use of artificial intelligence (AI) and digital technologies in the marketing activities of small business entities in Uzbekistan. The focus is on how these digital technologies influence each stage of the marketing research process, particularly in gathering and analyzing data on market trends. Moreover, the paper also identifies the main technological and financial barriers that prevent the introduction of AI and digital technologies in marketing tasks of small businesses in Uzbekistan, including the lack of qualified personnel. In order to propose viable solutions for these challenges, the study conducted a survey and interview with 445 small business owners in Uzbekistan to understand what factors are pushing wider adoption of AI and digital technologies in their operations. The data collected were analyzed by Ordinary Least Squares (OLS) regression model. The results revealed that digital literacy (coefficient: 0.The impact of small businesses’ marketing use of AI and digital technologies in Uzbekistan was statistically significant and positively influenced by legal environment (coefficient: 0.22), internet availability (coefficient: 0.33), company revenue (coefficient: 0.53), and gender (coefficient: 0.65). The implication is that, higher digital skills and supportive regulations push up the uptake of these technologies. Conversely, the high costs associated with implementing AI (coefficient: In fact, it was found to negatively impact adoption (0.48) and they were found to present massive barriers for small businesses. The paper highlights the fact that engaging the government in achieving a mass digitalization and working towards digital literacy of small business owners is important. This research is useful for entrepreneurs, policymakers and researchers working to drive forward digital transformation in emerging markets.