Motivated by the need to better understand the ongoing role of artificial intelligence in businesses and to shift the focus from a purely technological and algorithmic perspective to one that encompasses human-computer interaction, this article aims to investigate people's intention to use AI for generating images in a business context. The present study employed structural equation modelling to analyse how factors from UTAUT2 such as perceived customer value, effort expectancy, social influence, and facilitating conditions affect behavioural intention. The research introduces new moderators (creativity and English language proficiency), in the context of generative AI. Language proficiency and gender impact AI usage, while the impact of effort expectancy is more pronounced in cases of low creativity.

Internet users consistently lean towards influencers who actively participate in their respective areas of interest, providing thorough information and genuine product reviews. These practices have the potential to positively influence the decision-making process related to purchasing. This study delves into the realm of influencer marketing, examining it from the viewpoints of both consumers and specialists. The study is based on the qualitative research, employing both individual in-depth interviews and a focus group. More precisely, the investigation included a series of six individual interviews with influencers from Romania and a focus group comprising eight participants to grasp their perceptions of influencer marketing campaigns. The findings underscore the importance of transparency and authenticity for content creators. Influencers tailor their content based on the platform they use, revealing an existing correlation among them, all while underscoring the significance of transparency and striving to maintain close connections with their followers. This study not only offers a fresh perspective on understanding consumers’ views regarding the activities of content creators in the online domain but also sheds light on influencers’ perspectives concerning collaborations, content creation, and their relationships within their community. Theoretical implications encompass the identification of novel behavioral traits among Romanian consumers regarding influencer marketing actions and contributes to a clearer understanding of the term influencer marketing.

The literature introduced the concepts of sustainability and digitalisation as one, mixed-combined and named as digitainability. By linking digital divide, sustainability, and digitalisation, the authors aimed to: (i) identify variables that might influence the digital divide index; (ii) determine variables to model sustainable development goals; and (iii) create a model to explain digitainability through education. Analysing the sample of 13 EU developed countries, the authors created three econometric models and analysed the manner of how education might shape the inclusivity in a new and ever-growing Society. The results generated an inter-connected model that shows that new Society depends on the users’ medium or high skills because of their strong and positive influence on the digital divide index. The scientific contribution reveals solutions for an inclusive future, not far from the demanding requirements of the present. The theoretical implications shape the necessity to collaborate with policy makers to optimise the educational public system requirements in order to form prepared specialists for high-demanding markets in which they will work. The orientation of managerial implications of top leaders from companies must address an adapted mindset to collaborate with the academic environment to discover and understand the truth about the challenges of the new Era.

Given the current technological changes, entrepreneurs need to transform their businesses and become more and more digitalized. The process of digital transformation through digital marketing tool adoption is decisive for SMEs’ economic development. It may lead to an increase in revenues, may contribute to the transformation of business models, and may contribute to the increase in the sustainability of SMEs. Aspiring to understand what entrepreneurs think and perceive about their digital knowledge and tools to promote their business online, the authors performed a study to determine and quantify the perceived usefulness of digital tools used by SME owners, by using two different methods of research. They are represented by quantitative analysis and multi-criteria decision analysis, used to analyse the motivations, intentions, and characteristics of 333 entrepreneurs and the businesses they run. As a consequence, a matrix with 12 typologies of entrepreneurs was generated according to their behaviour towards digital marketing tools implemented for business. The obtained outcomes show the incremental potential interest of specialists and academia for SME entrepreneurs with intermediate digital knowledge. In this context, they might want to improve their skills to achieve entrepreneurial resilience with self-learning opportunities.

Integrated reporting is essential for businesses to communicate long-term value creation. Despite growing interest, little research has examined AI technologies like chatbots in sustainable reporting practices. This study addresses this gap, exploring chatbot adoption within 11,113 Romanian accounting and consultancy firms in Romania’s emerging digital landscape. Researchers used Python’s Seaborn library to analyze financial data from 2018 to 2022, finding that companies with higher revenue and liquidity were more likely to make their mark on how to achieve integrated reporting. Additionally, this study revealed the potential of chatbot technology adoption to enhance financial reporting and management, significantly improving financial reporting efficiency, accuracy, and accessibility. By automating data collection and analysis, generating real-time reports, and improving communication with stakeholders, chatbots can significantly improve efficiency and accuracy in financial processes. By addressing the challenges and capitalizing on the opportunities, firms can use chatbot technology to create more efficient, effective, and sustainable reporting practices. The findings contribute to this field of knowledge on sustainable reporting by examining the potential of technology and artificial intelligence (virtual assistants) to improve stakeholder communication. This study provides a case study from Romania, with implications for other regions.