DIGITAL TRANSFORMATION AND SME BUSINESS PERFORMANCE: AN ANALYSIS OF ARTIFICIAL INTELLIGENCE ADOPTION PATTERNS AND SATISFACTION LEVELS IN THAILAND'S SMALL AND MEDIUM ENTERPRISES

This study examines the adoption patterns and satisfaction levels of artificial intelligence (AI) systems among small and medium enterprises (SMEs) in Thailand, focusing on the socio-economic implications of digital transformation in emerging economies. Using a mixed-methods approach with 400 survey respondents and qualitative interviews, this research reveals how AI implementation affects business operations across different functional domains. The findings reveal significant variations in satisfaction levels across business functions, with marketing applications showing the highest satisfaction rates (M=4.35, SD=0.68), followed by financial management (M=4.25, SD=0.79), human resource management (M=4.21, SD=0.78), and production processes (M=4.20, SD=0.82). The study enhances comprehension of the digital divide and the challenges of technology adoption in Southeast Asian economies, providing policy recommendations to facilitate SME digitalization efforts.