Artificial Intelligence (AI) in rural business: The drivers and effects on AI adoption in rural SMEs

Dowell, David, Bowen, Robert ORCID: https://orcid.org/0000-0002-8492-2701 and Morris, Wyn 2026. Artificial Intelligence (AI) in rural business: The drivers and effects on AI adoption in rural SMEs. Journal of Rural Studies Item availability restricted.

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Abstract

This paper investigates drivers of Artificial Intelligence (AI) adoption, specifically in rural small and medium-sized enterprises (SMEs). Research on AI has gained traction in recent times, however, remains an area in need of further investigation, notably the adoption of AI by SMEs, and particularly among rural SMEs. The focus on SMEs is important as they account for the majority of businesses worldwide, playing an important role in job creation and economic development. The research uses secondary data from the Longitudinal Survey for Small Business (LSBS), a large UK panel survey of SMEs, which provides a broad range of variables on a range of SMEs. Probit regression, using a series of environment, firm and network engagement factors as predictive variables, identifies drivers of AI adoption for rural SMEs. Among the numerous drivers of AI adoption in rural SMEs, networking, is identified as a key variable associated with adoption. This research contributes to the limited knowledge on this subject and more broadly to technology adoption in organisations. This leads to policy recommendations in promoting AI adoption among rural SMEs through better communication of the advantages of adoption among SMEs and network development.

Item Type:	Article
Status:	In Press
Schools:	Schools > Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General)
Publisher:	Elsevier
ISSN:	1873-1392
Funders:	Enterprise Research Centre
Date of First Compliant Deposit:	24 February 2026
Date of Acceptance:	24 February 2026
Last Modified:	25 Feb 2026 13:00
URI:	https://orca.cardiff.ac.uk/id/eprint/185254

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