Exploring Adoption Challenges of Artificial Intelligence Applications in Sales Operations of Small and Medium Enterprises in Emerging Economies: A Study Based on Application of the Technology-Organization-Environment (TOE) Framework

Artificial Intelligence (AI) in sales operations is revolutionizing the sales landscape across the globe by providing sophisticated analytics, automation, and improved customer engagement. However, the adoption of AI in Small and medium-sized enterprises (SMEs) is a significant challenge for the SMEs in emerging economies like Bangladesh due to limited resources, infrastructure constraints, and lack of technical expertise. Using the TOE framework, this paper explores the barriers hindering AI adoption in sales operations of Bangladeshi SMEs. Exploring technological, organizational, and environmental contexts, the research identifies significant barriers, including integration complexity, high implementation costs, and workforce skill gaps. Furthermore, the research studies how supplier readiness and competitive pressure drive AI adoption. The results inform small and medium-sized enterprises, policymakers, and technology providers regarding strategic steps that can facilitate AI adoption in resource-limited settings. Overcoming these obstacles allows SMEs to harness the power of AI to improve competitiveness, optimise sales processes, and increase business growth within emerging markets.