ENTREPRENEURSHIP, AI AND DIGITAL TRANSFORMATION: INSIGHTS FROM THREE ROMANIAN COMPANIES

The rapid pace of technological innovation has reshaped entrepreneurial dynamics
worldwide with digitalization and artificial intelligence becoming key drivers of change. While
advanced economies are considered leaders of technological breakthroughs, emerging economies
are gaining more and more prominence in implementing digital transformation by refining
entrepreneurial strategies under conditions of resource scarcity and institutional constraints. This
article investigates the close link and interplay between entrepreneurship, AI, and digitalization
through a multiple case study of three technologically driven Romanian companies operating in
distinct sectors. Our research employs a qualitative and exploratory approach consisting of
interviews, questionnaires, and digital branding analysis. This mixed methodology assists in
revealing the multifaceted nature of these economic transformations in an emerging market. The
study also examines how entrepreneurs adopt technological tools, adapt business models, and
confront emerging challenges. Research findings suggest that digitalization is not perceived as an
optional asset but rather as a necessity for business survival, visibility, and scalability. Despite
displaying contrasting approaches to leadership and strategic planning, all three Romanian
entrepreneurs leveraged digital tools to enhance efficiency and customer engagement, but still
faced multiple barriers such as limited resources, disruptive technological change, and dependence
on external platforms. To sum up, the study contributes to the existing body of research by
highlighting the need of further investigating the growing role of emerging economies in global
digital entrepreneurship, while outlining structural challenges that continue to obstruct their
transformative potential.