Digital transformation and religious entrepreneurship in Nigeria: integrating artificial intelligence toward competitive advantage

Abstract

Purpose

Based on the technology acceptance model (TAM), this study contextually examines the level of willingness of religious entrepreneurs to accept and implement artificial intelligence (AI) tools. Furthermore, it aims to explore the challenges and prospects of AI adoption among entrepreneurs.

Design/methodology/approach

Following a qualitative approach, the data were collected from 12 informants from different segments of religious entrepreneurship in Nigeria. Semi-structured interviews and deductive thematic analysis were used to collect data.

Findings

The findings show that religious entrepreneurs demonstrate commendable level of awareness of the availability and usefulness of AI tools that support secular and sacred entrepreneurial pursuits. Furthermore, findings indicate that they have fully integrated AI in their secular entrepreneurial affairs but still demonstrate restraints in implementing it in certain sacred functions. Several challenges including shortage of finance, trained manpower and equipment are faced by the entrepreneurs.

Originality/value

Theoretically, the findings demonstrate that AI awareness and perceived usefulness influence the intention of religious entrepreneurs to integrate AI into religious entrepreneurship, while perceived ease of use does not.

Citation

Godswill Agu, A. and Margaça, C. (2024), "Digital transformation and religious entrepreneurship in Nigeria: integrating artificial intelligence toward competitive advantage", African Journal of Economic and Management Studies, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/AJEMS-06-2024-0349