This conceptual framework uncovers how AI-readiness and organizational agility foster omni-channel transformation in SMEs, suggesting strategies for effective retail practices.
<ns3:p>This conceptual paper proposes a multi-theoretical framework to explain how small and medium-sized retailers integrate artificial intelligence (AI) to drive omni-channel transformation. Drawing on TOE, TAM, UTAUT, DCV, and customer experience theory, the model introduces four key constructs: AI-readiness, AI-orientation, AI-driven customer experience systems, and organizational agility. It posits that readiness and orientation lead to transformation, mediated by AI-enabled customer systems and moderated by organizational agility. The framework contributes by distinguishing strategic intent from capability and positioning customer experience systems as execution mechanisms. It offers practical implications for SME retailers, solution providers, and policymakers, while also laying a foundation for empirical testing in future research.</ns3:p>
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Papashvili-Bodai et al. (2025) studied this question.
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