This study explores the challenges and opportunities associated with adopting artificial intelligence (AI) in the hotel industry, with a particular focus on how perceptions of adoption differ across hierarchical levels. Drawing on consensus mapping and interviews with 21 participants, ranging from top managers and first-line supervisors to non-managerial staff, the research reveals distinct viewpoints on both the benefits and barriers of AI implementation. While top managers primarily perceive AI as a strategic tool for gaining competitive advantage, non-managerial employees tend to emphasize its potential for reducing operational costs. Despite these perceived benefits, the adoption of AI is hindered by limited awareness, insufficient understanding, and a general resistance to change.

This study aims to analyse and understand perceptions of artificial intelligence and its use in the South Tyrolean hospitality sector, with particular attention to the different organizational roles held by employees. To this end, 44 semi-structured interviews were conducted, involving both managerial staff and employees in non-managerial positions. This approach allowed for the collection of a broad and diverse range of perspectives. Data analysis was carried out using a qualitative approach, deemed the most suitable for exploring personal perceptions and experiences. The NVivo software was used to support data processing and organization, facilitating the identification of recurring themes and differences between the groups analysed. The results highlight significant differences in familiarity with artificial intelligence. Managers, in particular, demonstrate a greater understanding of the topic, often illustrated with concrete examples of artificial intelligence usage within their establishments. Moreover, they tend to have a more positive outlook, perceiving the benefits of artificial intelligence as outweighing the associated costs. Interestingly, both groups identified the current staff shortage as a strong incentive for adopting artificial intelligence, which is seen as a potential solution to this challenge. At the same time, they recognize the lack of specific skills among employees as one of the main barriers to effective AI implementation, which in turn impacts the availability of qualified personnel.

Continuous innovation is necessary as a source of competitive advantage due to the constant changes in global business brought about by globalization and the quick advancement of technology. While product and process innovations have traditionally received considerable attention, management innovation (MI) has emerged as an equally critical element (Birkinshaw et al., 2008; Mol and Birkinshaw, 2009). However, despite its potential benefits being clear, the academic debate on MI is still lacking, especially in understanding its interdependence with organizational culture (OC) (Khosravi et al., 2019; Hogan and Coote, 2014). Few studies have systematically examined how organizational culture can both support and hinder methods of managerial innovation, as well as how MI can function as a catalyst for cultural change (Hamel, 2008). By emphasizing this interconnectedness, we add to the expanding body of research that establishes MI as a critical component for achieving long-term competitive advantage through cultural flexibility (Puranam et al., 2014).
By examining how MI and OC influence each other, this study aims to fill this gap and enrich the literature by offering a current and in-depth synthesis of the main research themes and trends. In particular, we specifically investigate MI enablers, how organizational culture supports or inhibits MI, and how MI itself stimulates cultural change. To this end, we use an approach called Systematic Literature Network Analysis (SLNA), which combines the accuracy of literature network analysis with the rigor of a systematic literature review (SLR).
The data for our analysis came from the Scopus database, which contains more than 57 million academic publications. The results of our SLNA provide several important insights. First, we verified that managerial innovation and organizational culture have a positive feedback loop. Secondly, we list several important factors that support management innovation, such as organizational learning, knowledge management, and transformational leadership (Sarros et al., 2008). Third, our work emphasizes how crucial narratives and knowledge management are to the MI-OC dynamic. The SLNA demonstrates the growing importance of management innovation in organisational studies. By filling this knowledge gap, our research lays the foundation for further empirical studies on the connection between MI and OC, providing managers with knowledge that can support the development of innovative and culturally transformative environments.

Higher Education Institutions (HEIs) play a critical role in fostering diversity and inclusivity while managing knowledge effectively. However, the integration of Diversity Management (DM) and Knowledge Management (KM) in HEIs remains a fragmented process, influenced by institutional size, technological infrastructure, and strategic alignment. This study explores the presence of key diversity management elements within Italian university PIAOs (Integrated Plans of Activities and Organization), using a knowledge management lens to assess inclusivity, collaboration, intersectionality, and technology integration. Through content analysis, the study identifies significant disparities in diversity and knowledge strategies among universities of different sizes. Larger institutions tend to leverage AI-driven recruitment systems, open-access repositories, and interdisciplinary collaboration platforms, ensuring a scalable and technology-enhanced approach to diversity and knowledge dissemination. Mid-sized universities prioritize regional engagement, faculty-student mentorship programs, and interdisciplinary teamwork, adopting structured but less technology-intensive approaches. Smaller universities, by contrast, rely more on community engagement, face-to-face collaboration, and localized mentorship models, often lacking the resources to implement large-scale digital transformation. The findings reveal that institutional size directly influences the extent of technology integration in both diversity and knowledge strategies. Larger universities demonstrate advanced digital ecosystems, while mid-sized and smaller institutions exhibit resource constraints that limit their ability to implement AI-driven and automated solutions. Additionally, intersectionality remains an underdeveloped dimension in most institutions, with policies often failing to address the complexity of overlapping identities, resulting in generic rather than tailored inclusion strategies.This research underscores the need for more integrated and technology-supported diversity management frameworks across HEIs. AI, digital platforms, and structured knowledge-sharing models can enhance inclusivity, bridge disparities, and ensure that diversity policies are effectively embedded within knowledge systems. The study calls for policy reforms, targeted investments, and institutional collaborations to foster an equitable and technology-driven higher education environment, ensuring that diversity and knowledge management serve as complementary pillars for institutional growth and innovation.

Traditional workplace policies aimed at supporting work-life balance, career development, and organizational support have largely been designed with employees with children in mind. However, such family-centric approaches risk marginalizing the growing number of employees who are childfree by choice or who desire children in the future. These groups often remain underrepresented in both academic literature and organizational practice. This paper proposes a conceptual framework for rethinking workplace equity by integrating diverse family statuses and future aspirations into the analysis of fairness perceptions. Drawing on equity theory, we examine how three groups—parents, childfree employees by choice, and employees desiring children—differ in their experiences and expectations of fairness across three core domains: work-life balance, career progression, and perceived organizational support (POS). We introduce the concept of anticipatory fairness to capture how employees evaluate current policies not only based on present conditions but also in light of their anticipated future needs and life trajectories. The framework identifies hidden and often overlooked inequities in how support is distributed, how opportunities for career advancement are perceived, and how organizational inclusion is experienced by employees with differing family orientations. Based on this conceptual foundation, we propose three theoretical propositions and outline directions for future empirical research. Our model encourages organizations to move beyond binary categories of parenthood and to develop more inclusive policies that recognize the full diversity of employee identities. By embracing a broader and more dynamic understanding of equity, organizations can foster greater fairness, motivation, and retention across all employee groups, ultimately contributing to more inclusive and sustainable workplaces.

The study explores the relationship between AI adoption and ESG performance, addressing a gap in literature. AI enhances sustainability by improving environmental monitoring, optimizing resource allocation, and fostering circular economy initiatives. Socially, AI promotes diversity and workplace well-being through advanced algorithms, while in governance, it strengthens oversight, risk assessment, and compliance. Using Bloomberg data on U.S. and Western European companies, the study tests whether ethical AI policies impact ESG scores. The results confirm a significant positive effect, suggesting that responsible AI adoption strengthens corporate transparency, investor trust, and decision-making.

In recent years, the growing attention to environmental, social, and governance (ESG) practices has driven companies to adopt Corporate Social Responsibility (CSR) strategies. The commitment to CSR is influenced by the need to satisfy stakeholder demands to improve firm performance. However, such growing pressure has also produced unintended distortions, notably the phenomenon of greenwashing, as corporate practice involving the dissemination of misleading information regarding a company’s ESG commitments to enhance company public image and reputation. This study aims to analyse two possible determinants at board of directors level of greenwashing: the presence of female directors and board members with sustainability knowledge. Based on a sample of 35 Italian publicly listed non-financial companies in 2023, the research employs logistic regressions to examine the effect of the above mentioned board features on greenwashing, which is measured by comparing the ESG Perception Index and the Standard Ethics Rating. The results show that both the presence of female directors and directors with sustainability knowledge positively affect the greenwashing. This suggests that, although these characteristics are often considered to enhance the quality and transparency of sustainability disclosure, they may also increase the ability to manipulate such information. The study contributes to both theory and practice. From a theoretical perspective, it contributes to the literature on board composition and the determinants of greenwashing. From a practical perspective, it highlights the importance for nomination committees to consider the role of gender and human capital in the directors’ appointment process, taking into account the potential association with greenwashing.

Ethics stands today as a primary pillar of modern medicine, and no medical specialty represents an exception. Acute care and trauma (AC&T) surgery is a complex clinical field, often characterized by high time pressure and little knowledge about the patient and circumstances. Our investigation wishes to deepen the role of diversity in AC&T teams as an opportunity to enhance ethics. The study, endorsed by the World Society of Emergency Surgery, analyses 402 questionnaires gathered from medical professionals from 72 countries, investigating three ethical issues (namely, patient’s informed consent as a knowledge translation tool, the team leader as an ethical leader, and ethics as an educational subject). Findings underline the potential of diversity to enhance the attention towards ethical matters, offering food for thought to hospital managers and healthcare professionals.

This cross-sectional study investigates the energy use behaviors, carbon emissions, and energy-related knowledge, attitudes, and practices (KAP) of undergraduate students from six private medical universities across northern, central, and southern Taiwan. Data were collected via structured questionnaires from May to June 2023, encompassing 184 students with diverse academic years, departments, and gender distributions (69% female). The study quantified daily activity durations involving energy consumption-such as air conditioning, heating, transportation, and use of electrical appliances-and estimated individual annual carbon emissions by integrating activity duration, energy consumption rates, and emission factors. Results indicate that air conditioning and heating account for the longest daily energy use (244 to 750 minutes), reflecting Taiwan’s subtropical climate and high cooling demand. Transportation activities, including car, motorcycle, and public transit use, also contribute substantially, with Taipei Medical University students exhibiting the highest public transportation usage (mean 98 minutes). Departmental variations were noted, with pharmacy students using air conditioning most extensively and medical laboratory science students using public transit more frequently.
The KAP survey revealed moderate to high knowledge levels but comparatively lower positive attitudes and practices toward energy conservation, aligning with international findings. These results highlight the importance of targeted educational interventions to promote sustainable energy behaviors among medical students, who are future healthcare professionals with potential influence on institutional sustainability. This study fills a research gap by linking individual-level energy behaviors with carbon emission estimates in Taiwan’s higher education context, providing a foundation for policy and behavioral strategies aimed at reducing the carbon footprint of medical education institutions.

In recent years, the growing emphasis on social sustainability and ethical corporate behavior has brought Diversity, Equity, and Inclusion (DE&I) to the forefront of both academic debate and corporate strategy. Movements such as Me Too and Black Lives Matter, alongside the impact of the COVID-19 pandemic, have accelerated awareness around social inequalities, urging firms to enhance transparency and commitment to inclusive practices. Despite this trend, empirical studies investigating the determinants of DE&I disclosure remain scarce.
This study aims to fill this gap by analyzing the quality of DE&I disclosure among S&P 500 firms. A manual content analysis is conducted using the Global Reporting Initiative (GRI) standards, leading to the construction of a DE&I Disclosure Quality Index (DE&ID). Each disclosure item is scored on a 0–3 scale, allowing a maximum index value of 51. The analysis incorporates “Requirements,” “Recommendations,” and “Guidelines” outlined in the GRI framework.
The second objective is to investigate the influence of firm-specific economic and financial characteristics—firm size, firm profitability, firm leverage, and firm age—on DE&I disclosure levels. Four hypotheses, grounded in stakeholder theory, are tested using OLS regression.
Results demonstrate that larger, more leveraged, and younger firms exhibit higher DE&I disclosure, driven by greater stakeholder pressure and the strategic benefits of enhanced transparency. This study contributes to the ESG literature by offering new insights into the drivers of DE&I communication, with implications for both academia and policy, and supports the integration of DE&I into corporate accountability frameworks.

This study explores how university-industry-government (U-I-G) cooperation fosters sustainable innovation in the context of Estonia’s post-industrial Ida-Viru region—a historically oil shale–dependent area undergoing a complex sustainability transition. Drawing on the multi-actor collaboration frameworks, which integrates both innovation and sustainability perspectives, this we study how collaborative efforts across institutional boundaries can enhance socio-technical change in peripheral European regions. Using a qualitative methodology 46 stakeholders from educational institutions, companies, municipalities, and umbrella organisations were interviewed to understand the dynamics of regional innovation system. The findings highlight the dual role universities and other educational institutions play—as knowledge producers and civic institutions—bridging technological advancement with societal values. The study reveals how knowledge spillovers, academic-industry exchanges, and boundary-spanning organizations enable sustainable innovation practices, even despite of significant structural challenges such as brain drain, low trust, weak entrepreneurship, and demographic decline. The analysis identifies enabling mechanisms, such as state support via the Just Transition measure, localized collaboration platforms like clusters, industrial parks, joint events and increased trust among actors—as pivotal to overcoming barriers. Companies in the region are adopting sustainable practices, ranging from incremental efficiency improvements to radical innovations such as resource valorization and bio-based production models. The findings also underscore the tensions between short-term economic goals and long-term sustainability. The research advances theoretical understanding of the multi-actor collaboration frameworks, including Triple Helix Twins model and its practical relevance in navigating the complex interdependencies between technological and social innovation. It concludes that reconfiguring regional innovation systems around sustainability goals requires not only institutional collaboration, but also the cultivation of shared values and systemic reflexivity.

This paper seeks to advance understanding of the persistent gap between the growing societal and organizational attention to Diversity, Equity, and Inclusion (DE&I) and the limited reduction of non-inclusive behaviors and practices in real-world contexts. While inclusivity is inherently linked to the cultural and value systems of organizations, it is equally evident that socially undesirable or inappropriate behaviors fall within the realm of individual decision-making. These behaviors are frequently influenced by cognitive biases and prejudices, which tend to perpetuate or normalize inappropriate conduct rather than stigmatizing or sanctioning it. Despite increasing sensitivity to DE&I issues in both societal and organizational domains, training remains the most widely adopted intervention. However, such initiatives often yield only limited short-term awareness and rarely generate enduring structural change.
Accordingly, this paper first explores the intersection between DE&I and various forms of knowledge management, with particular attention to interdisciplinary frameworks that integrate diverse epistemological perspectives. Within this framework, the paper highlights the growing relevance of technology not only in terms of content accessibility and knowledge dissemination related to DE&I, but also as a transformative tool in shaping learning processes. Specifically, the focus is on emerging Web3 technologies—most notably immersive solutions such as virtual reality (VR) and Artificial Intelligence (AI)—which hold disruptive potential for reshaping traditional training paradigms. These technologies offer new opportunities for insight into individual decision-making mechanisms and behavioral patterns.
The development of advanced immersive applications presents the potential to transcend the limitations of passive cognitive learning by fostering active engagement in dynamic, simulated environments. This facilitates the unconscious acquisition of new skills and behavioral responses. The paper analyzes various implementation strategies and their outcomes, with particular emphasis on integrative approaches that combine VR, neuroscience, and artificial intelligence (AI). These multidimensional solutions appear especially effective in enhancing individual self-awareness and facilitating unconscious behavioral recalibration.
The study concludes by proposing an initial conceptual framework that categorizes the range of emerging approaches according to their respective objectives and impacts. It further identifies key strengths and limitations, offering guidance for the more effective design and deployment of DE&I training interventions.

This study presents a Structured Literature Review (SLR) aimed to explore a relationship between Artificial Intelligence (AI) and Gender equality, with a particular focus on the historical developments of this topic and the identification of future research prospectives.
AI is widely regarded as a transformative force with the capacity to reshape numerous dimensions of global society. While its long-term effects on economic system remain subject to debate, the labor market is already emerging as a critical area of impact. Moreover, AI holds the potential to enhance efficiency and productivity, but it simultaneously raises concerns about job displacement, access to opportunities and, exacerbation of existing social inequality.
In this context, our objective is to examine how academic literature has responded to the emergence of AI, particularly analyzing the extent to which gender-related themes are integrated into discussions of AI development and application.
To achieve this, the review is supported by a bibliometric analysis, conducted using the Biblioshny package in R-Studio, were performed on a sample of 290 academic documents (Articles and Book Chapters) available on Scopus and published from 2015 to 2025. The dataset was selected through a rigorous and validated screening process to ensure relevance and academic quality. The analysis is structured around four main dimensions: the annual evolution of publications, the identification and frequency of emerging keywords and trending topics, and the geographical distribution of scholarly contributions.
The originality of this research lies in its methodological approach and use of bibliometric analysis, to explore a broad spectrum of academic publications over a significant period, serving as a potential base for further insights and future studies.

Throughout history, women have played an active role in entrepreneurship, although their participation has often been invisibilized or restricted by social and legal norms. Today, digitalization and new technologies present significant opportunities to expand women’s participation in entrepreneurial activities. However, they can also intensify existing challenges or generate new ones. In this context, it becomes necessary to analyze in depth how digitalization impacts on the specific opportunities and challenges faced by women entrepreneurs. The objective of this paper is to analyze the intersection in research between female entrepreneurship and digitalization. To do so, a comprehensive review of 171 scientific articles published in Web of Science (WoS) between 2010 and 2025 was conducted. The results report the main references in the literature on the nexus between female entrepreneurship and digitization: countries (China, USA, India and the UK), authors (McAdam, Maura from Dublin City University and Kelly, Grainne from Queens University Belfast), papers (Pergelova et al., 2019; McAdam et al., 2020; Ughetto et al., 2020), journals (International Journal of Gender and Entrepreneurship and Small Business Economics). The co-word analysis allowed us to identify seven main thematic fronts: (1) social networks, (2) financing, (3) Covid-19, (4) competitive advantage and internationalization, (5) entrepreneurship ecosystems, (6) education, and (7) miscellaneous topics. Each of these fronts was characterized in terms of the opportunities and challenges posed by digital transformation for female entrepreneurship . The results are of interest to researchers concerned with women’s entrepreneurship, policy makers charged with fostering gender-responsive entrepreneurship, and women entrepreneurs as they seek to seize the opportunities and circumvent the challenges posed by digital technologies.

The Human Resources field, on a national and global scale, faces increasing challenges related to Skill Mismatch, a phenomenon in which candidates’ profiles do not align with labour market demand. The contributing factor analysed in this paper is the lack of inclusivity in job advertisements, as non-inclusive language and biases in the selection criteria may discourage applications from underrepresented communities. Ensuring compliance with Diversity & Inclusion (D&I) principles in job postings is essential to fostering fair hiring practices and promoting employment equity.
While AI-based technologies are finding increasing applications in the recruitment process, thus becoming part of the research topics in HR management, most existing tools primarily focus on gender discrimination, underestimating other critical aspects of D&I. This study explores how an integrated approach, based on a broader range of aspects of D&I European principles, may enrich AI-based tools to identify, but also solve, biases in job advertisements, enhancing inclusivity and employment equity for both candidates and recruiters. By expanding the scope of these tools, organizations can better align their hiring practices with the evolving expectations of a diverse and inclusive workforce.
The approach to the problem has been broken down into two main phases. First, guidelines were developed based on European non-discrimination regulations, providing a structured framework for evaluating job advertisements. Then, a Generative AI-based software was designed to screen job postings for inclusivity and compliance. The study underscores the potential advantages of AI-driven automation in screening job advertisements, reducing human biases, resource commitment, and processing time while ensuring adherence to D&I principles.

Digital transformation is reshaping how public administrations operate, with artificial intelligence and emerging technologies playing a growing role in the management and delivery of public services. The National Recovery and Resilience Plan (NRRP) offers a strategic opportunity to modernize the Italian Public Administration (PA) and to foster more equitable and inclusive access to digital resources. However, administrative digitalization alone does not automatically ensure the overcoming of gender disparities. Without deliberate inclusion strategies, technological innovations risk reinforcing existing inequalities. This study analyzes the extent to which the NRRP, specifically through Mission 1, Component 1 (M1C1), has integrated gender equity objectives into PA digitalization initiatives.
Adopting a qualitative content analysis (QCA) approach, this research examines a sample of ten Public Calls for Proposals issued by the Presidency of the Council of Ministers – Department for Digital Transformation (PCM-DTD) portal and manually coded based on two analytical dimensions: (1) compliance with NRRP horizontal principles, and (2) adherence to EU legal obligations on gender equality. Special attention was paid to the use of gender-aware language, objectives, and evaluation mechanisms.
The analysis reveals that all ten calls formally acknowledge gender equality in line with the NRRP’s horizontal principles. However, such references are typically generic and are not translated into concrete requirements or measurable criteria. The reviewed calls lack any form of operationalization, such as gender-disaggregated indicators or structured evaluation mechanisms. Furthermore, binding EU legal provisions on gender equality are merely mentioned, without detailed elaboration or integration into project evaluation frameworks. This superficial treatment limits the enforceability of equity commitments and reflects a broader institutional gap between legal mandates and their practical implementation in the digitalization of the public sector.
This study offers a novel contribution to the literature on public sector innovation by introducing a gender-sensitive perspective into the analysis of digital transformation policies. It critically reflects on the risks of procedural formalism and emphasizes the need to embed gender equality principles more deeply into digital public investments. The findings provide actionable insights for policymakers aiming to leverage technological innovation as a true vector for social inclusion and equity.
The study is limited by its qualitative nature and the small sample size focused solely on Italian cases. Moreover, the analysis is restricted to document-based data without empirical validation through project outcomes or stakeholder feedback. Future research should integrate quantitative measures and fieldwork to assess the real-world impact of digital transformation initiatives on gender inclusion and explore comparative studies across different EU contexts.

The aim of this work is to investigate how the academic literature has addressed the relationship between industrial districts and female entrepreneurship. This relationship is particularly relevant since industrial districts are widely recognized as dynamic environments that foster innovation and business growth, especially for small and medium-sized enterprises (SMEs). The review seeks to identify the main areas of analysis that have emerged in recent years and to explore future research directions related to the role of territorial ecosystems in supporting women-led SMEs.
This study adopts a structured literature review (SLR) methodology to systematically analyze the scientific contributions published between 2008 and 2025. The review was conducted using the SCOPUS database. Each contribution was manually classified according to three dimensions: research focus, methodology used, and geographical area of the authors. This analytical framework allowed for the identification of recurring patterns and theoretical gaps.
The findings reveal that most studies focus on the structural and cultural barriers that female entrepreneurs face, even within cooperative environments such as industrial districts. These include limited access to credit, gender stereotypes, family responsibilities and weak support networks. A smaller body of literature highlights the strategic role of women’s human capital, including leadership, training, and innovation capacity, in enhancing the competitiveness of district-based SMEs. Only a few studies explicitly explore how industrial districts can act as enabling ecosystems for female entrepreneurship. From a methodological standpoint, the literature is dominated by quantitative research, while qualitative studies remain limited but offer valuable insights into personal experiences and informal networks. In terms of geographical distribution, most contributions come from Asia and Southern Europe, reflecting both emerging interest in inclusive entrepreneurship and the historical importance of district models in countries such as Italy and Spain.
This study contributes to the literature by providing a comprehensive and up-to-date mapping of the intersection between industrial districts and female entrepreneurship. It highlights the need for more inclusive district governance and calls for future research using qualitative and mixed-method approaches to better understand the lived experiences of women entrepreneurs and the real impact of local production systems.

This study examines the intersection of digital transformation (DT) and business model innovation (BMI) within traditional “Made in Italy” sectors, such as Food & Wine, Fashion & Clothing, Home & Furnishings, and Automation. While these industries are renowned for their cultural heritage, they face the challenge of integrating digital technologies to remain competitive without losing their identity. The research explores how Italian firms in these sectors are navigating the balance between embracing digital innovation, particularly within the framework of Industry 5.0, and preserving traditional values. Industry 5.0, with its emphasis on human-centered innovation and sustainable practices, provides a lens through which to understand the evolving relationship between digital technologies and traditional craftsmanship. Through a qualitative multiple case study approach, this study aims to uncover how digital technologies, aligned with Industry 5.0 principles, are reshaping business models.

The increasing integration of Artificial Intelligence (AI) in the advertising industry is opening up both promising opportunities and new challenges for brands leveraging social media to promote their offerings. The rise of Generative AI (gen-AI) is reshaping how advertising content is developed. Yet, while the benefits of creative automation are evident, little is known about how disclosing AI involvement influences consumer perceptions and attitudes toward advertisements. This research investigates the effects of openly stating the use of AI in social media advertising on how consumers perceive and respond to content. Results of two experimental studies show that transparency regarding AI use significantly boosts perceived advertising credibility and enhances comprehension of the advertising message. These findings indicate that consumers value transparency in AI-generated content. The study offers practical implications for marketing professionals and underlines the importance of further research into the ethical and regulatory dimensions of AI use in advertising.

In an increasingly digitalised society, Artificial Intelligence (AI) is gaining prominence as a key driver of business innovation and competitiveness. While much research has focused on AI adoption in large enterprises, fewer studies have explored its integration within small and medium-sized enterprises (SMEs), especially in regions with specific socio-economic contexts. This study investigates the awareness, perceptions, and adoption of AI technologies among SMEs in Sicily, a region in southern Italy, characterised by unique economic and organisational dynamics. Adopting a mixed-methods approach, the research combines qualitative insights from in-depth interviews with entrepreneurs from both digital and non-digital sectors, and a large-scale quantitative survey targeting over 2.000 Sicilian SMEs. The methodological framework is structured in sequential phases, where the qualitative component plays a foundational role in informing and shaping the subsequent quantitative investigation. The qualitative findings reveal significant disparities in AI awareness and implementation between sectors, highlighting both enablers and barriers such as digital maturity, organizational culture, training needs, and resistance to change. These insights informed the development of a structured questionnaire to capture broader trends in AI readiness, perceived benefits, and challenges. The study contributes to the literature on digital transformation in SMEs by applying the Technology–Organization–Environment (TOE) framework to a specific regional context, offering both theoretical insights and practical recommendations for policymakers, training institutions, and business leaders seeking to foster inclusive AI adoption.