The Use of Artificial Intelligence-Based Chatbots to Promote the Sustainability of South African Small and Medium Enterprises in the Digital Era

The advancement of artificial intelligence (AI) applications, such as AI chatbots, enables small and medium enterprises (SMEs) to enhance competitiveness, operational performance, and digital marketing capabilities. However, utilisation among SMEs in developing countries remains limited. Addressing this gap, the study applies technology-organization-environment (TOE), technology acceptance model (TAM), and diffusion of innovation (DOI) frameworks to identify factors influencing AI chatbot utilisation among SMEs in South Africa. A quantitative method was employed: a self-administered questionnaire was distributed to 300 SMEs, and data were analyzed using SEM. Results showed relative advantage, compatibility, top management support, organisational readiness, ethical AI regulation, perceived usefulness, and ease of use were highly significant; whilst security is less significant. The study makes a contribution by developing a model that explains factors influencing AI chatbot utilisation among SMEs.