Exploring Artificial Intelligence Tools in the Export Strategies of Small and Medium Enterprises
Purpose: The rise of Large Language Models (LLMs) has ushered in a new era of business transactions, bringing with it a host of innovations and challenges. This article aims to delve into the intricate landscape of using LLM in SMEs, providing an in-depth analysis of human-provided ratings alongside AI-generated ratings for multiple survey questions, and to determine whether statistically significant differences exist between them. Design/Methodology/Approach: The goal of this research is to compare human-provided ratings with AI-generated ratings for multiple survey questions and determine whether there are statistically significant. Null Hypothesis (H0): There is no statistically significant difference between the medians of human and AI ratings. Alternative Hypothesis (H1): There is a statistically significant difference between the medians of human and AI ratings. To verify this hypothesis, desk research was used to analyse the literature and the results of the own studies on the perception of criteria which are important when choosing a foreign partner company. When answering the questionnaire questions, AI systems have been asked to provide answers from the perspective of a person with a certain demographic and type of activity. The collection of such data will enable additional analysis, specifically examining how accurately AI systems imitate the answers not only of people in general, but also of individuals with a specific background and socio-economic status. Findings: The results showed that the perception of the criteria which are important when choosing a foreign partner company has not changed significantly. As a result of the survey, data collection from AI systems, and comparative analysis based on the proposed methodology, quantitative indicators were obtained to assess the effectiveness of AI tools in replicating the opinions of different people groups – both collectively and individually (each group) – within the context of export strategy development for small and medium-sized enterprises. These indicators provide valuable insights into the potential of AI tools to support or augment strategic decision-making processes in SMEs, particularly in the field of internationalisation. The findings may serve as a basis for developing hybrid decision-making models that combine human expertise with AI assistance in export planning. Practical Implications: The research results offer practical guidance for small and medium-sized enterprises on designing effective export strategies. They suggest that AI tools should no longer be viewed as a distinct benefit that distinguishes a company's position, but rather as a standard facility of each company. Originality/value: The article makes an original contribution to the literature on innovation processes in small and medium-sized enterprises by demonstrating how AI tools can evolve from an exclusive competitive advantage to a standard element of export strategy. The process of digital transformation enables us to understand the shift in export activity by using AI tools.