Artificial Intelligence Adoption in Business: Influencing Factors among UTHM Student Entrepreneurs

This study examines the factors influencing the adoption of Artificial Intelligence (AI) in business among student entrepreneurs at Universiti Tun Hussein Onn Malaysia (UTHM). Specifically, it investigates the roles of dynamic capabilities, entrepreneurial orientation, and customer-centric management systems in influencing AI adoption. A quantitative approach was employed, utilizing a survey distributed to all student entrepreneurs in UTHM, with 101 respondents participating. Data were collected and analyzed using SPSS to assess the relationships among the variables. The findings indicate a positive and significant correlation between dynamic capabilities, entrepreneurial orientation, and customer-centric management systems and AI adoption. Specifically, dynamic capabilities enhance adaptability and innovation, entrepreneurial orientation drives risk-taking and proactive AI adoption, and customer-centric management systems improve customer engagement and satisfaction through AI-driven solutions. These insights underscore the critical role of organizational strategies and AI technologies in enhancing business performance and competitiveness. The study provides practical recommendations for educational institutions to promote AI adoption among student entrepreneurs and suggests directions for future research to address study limitations.