Supplementary file 1_Drivers and barriers of AI tool adoption in Jordanian SMEs: a qualitative TOE-based study.docx

Environmental factors, such as competitive pressure, regulation, industry conditions, and public awareness, also affect adoption, but their role differs across firm categories. AI solution providers mainly emphasised expertise, market scope, and client readiness. Adopters focused more on organisational readiness and competitive pressure, while firms considering adoption reported uncertainty, cost, and employee acceptance as prominent barriers.

Resistance to change and public awareness also appeared as context-sensitive factors within the organisational and environmental dimensions of TOE. The study provides qualitative evidence from Jordanian SMEs and offers practical implications for SMEs, AI solution providers, and support bodies in Jordan and similar regional contexts. The findings should be read as exploratory and context-specific, not as broad evidence for all SMEs in developing countries.</p>