The integration of artificial intelligence (AI) in marketing and
business communication is transforming corporate strategies, offering
significant opportunities while presenting notable challenges. This study
examines the factors influencing AI adoption by companies, focusing on the
perspectives of CEOs. Using a survey of 409 senior executives from Spanish
firms, this research develops an advanced framework based on the unified
theory of acceptance and use of technology (UTAUT), enriched with
additional constructs. The findings reveal that effort expectancy and
facilitating conditions are critical drivers of AI adoption. AI aversion,
reflecting concerns about distrust, complexity, and ethical risks, emerges as
a significant barrier, particularly for CEOs of smaller firms, where its impact
is notably stronger. Relative advantage and perceived value also influence
adoption intentions, albeit to a lesser degree, indicating the perceived
benefits and tangible outcomes of AI in improving processes such as
segmentation, automation, and predictive analytics. Key differences arise
between companies of varying revenue sizes: smaller firms exhibit greater
aversion to AI, whereas larger organisations focus on maximizing their
strategic benefits to drive innovation. These insights highlight the
importance of tailored approaches, such as financial incentives, pilot
programs, and targeted training, to reduce aversion and encourage adoption
across diverse organizational contexts. This study contributes to the
academic discourse by extending the UTAUT framework to address
emerging challenges in AI adoption. Practically, it provides actionable
strategies for business leaders to address human-centric and technological
barriers, fostering a more efficient and data-driven marketing process.
