How artificial intelligence adoption relates to women’s entrepreneurial success in Tunisia

Abstract

This study examines whether adopting artificial intelligence tools is associated with entrepreneurial success among women entrepreneurs in Tunisia, which business capabilities carry that association, and under what conditions it is stronger. The study uses a cross-sectional survey of 350 women who own, jointly own or principally manage a business that uses at least one AI tool. Respondents were recruited through women’s business associations, incubators and entrepreneurial networks, with quotas by region and sector. The data were analysed with partial least squares structural equation modelling. Four capabilities (operational efficiency, market and customer capability, innovation capacity, and financial readiness) are tested as mediators. Digital skills and institutional support are tested as moderators. AI adoption has a positive direct association with entrepreneurial success (β = 0.200, p < .001). The four specific indirect effects are all positive and sum to 0.330, giving a total effect of 0.530 at mean moderator levels and indicating complementary partial mediation. Market and customer capability is the largest pathway (0.120). Digital skills (interaction β = 0.120, p = .003) and institutional support (interaction β = 0.100, p = .004) both strengthen the direct association. The model explains 62.0% of the variance in entrepreneurial success. Entrepreneurs should start with clearly defined tasks, especially marketing and customer service, and pair adoption with hands-on training. Support organisations can combine tool access with mentoring, practical skills programmes and guidance on responsible data use. The study offers gender-focused evidence on AI and business outcomes in Tunisia, a setting where earlier SME studies do not report results by owner gender. The findings are associations within a sample of AI users and need longitudinal testing before causal claims are made.