Abstract
This paper examines the determinants of perceived effectiveness of AI tools in sales and marketing among micro businesses and explores how AI adoption patterns and perceptions evolve over time. A questionnaire-based survey of solopreneurs and micro-business owners from Central and Eastern Europe, Western developed markets, and emerging markets was conducted in two waves (2025 and 2026). Descriptive statistics, non-parametric tests, and ordinal logistic regression were used for data analysis. The study investigates the role of behavioral factors, including usage frequency and breadth of application, alongside control variables such as revenue, as well as temporal and regional effects. Results show that the perceived effectiveness of AI tools in sales and marketing is primarily driven by usage intensity, with significant regional differences observed. Furthermore, comparative analysis between 2025 and 2026 reveals a stable perception of the effectiveness of AI tools over time. The findings contribute valuable insights into AI adoption in the micro-business context by demonstrating that perceived value is primarily driven by usage behavior rather than by differences in firm resources, breadth of application, or temporal factors. The study offers implications for entrepreneurs, educators, and policymakers seeking to foster AI adoption and capability development in micro-business contexts.
Paper Type
Short Paper
DOI
10.62036/ISD.2026.121
Determinants of AI Effectiveness in Micro-Business Sales and Marketing: A Two-Wave Study (2025–2026) of AI Use and Adoption Across Regions
This paper examines the determinants of perceived effectiveness of AI tools in sales and marketing among micro businesses and explores how AI adoption patterns and perceptions evolve over time. A questionnaire-based survey of solopreneurs and micro-business owners from Central and Eastern Europe, Western developed markets, and emerging markets was conducted in two waves (2025 and 2026). Descriptive statistics, non-parametric tests, and ordinal logistic regression were used for data analysis. The study investigates the role of behavioral factors, including usage frequency and breadth of application, alongside control variables such as revenue, as well as temporal and regional effects. Results show that the perceived effectiveness of AI tools in sales and marketing is primarily driven by usage intensity, with significant regional differences observed. Furthermore, comparative analysis between 2025 and 2026 reveals a stable perception of the effectiveness of AI tools over time. The findings contribute valuable insights into AI adoption in the micro-business context by demonstrating that perceived value is primarily driven by usage behavior rather than by differences in firm resources, breadth of application, or temporal factors. The study offers implications for entrepreneurs, educators, and policymakers seeking to foster AI adoption and capability development in micro-business contexts.
Recommended Citation
Czaplewski, M., Kobal, N. & Žuromskaitė-Nagaj, B.(2026). Determinants of AI Effectiveness in Micro-Business Sales and Marketing: A Two-Wave Study (2025–2026) of AI Use and Adoption Across Regions. In M. Valenta, B. Mannová, R. Pergl, A. Przybylek, M. Lang, H. Linger, C. Schneider, N. Iivari, & E. Insfran (Eds.), Making ISD Sustainable: Reloaded with AI and Automation (ISD2026 Proceedings). Prague, Czech Republic: Czech Technical University in Prague. ISBN: 978-80-01-07585-2. https://doi.org/10.62036/ISD.2026.121