AI Use Among Marginalized Entrepreneurs: A Social Cognitive Theory Perspective

Generative artificial intelligence (AI) offers entrepreneurs powerful tools to enhance productivity, streamline operations, and drive innovation. Yet, little is known about how demographic identity shapes AI adoption among historically marginalized groups. Drawing on Social Cognitive Theory, this study examines how gender, race/ethnicity, and disability status influence generative AI adoption, and whether technological self-efficacy (TSE) moderates these relationships. Using a nationally representative sample of 1,349 U.S. entrepreneurs, we find that Black and Hispanic entrepreneurs report significantly higher adoption rates than White entrepreneurs, while gender differences diminish when accounting for other factors. Entrepreneurs with disabilities also report higher adoption, though their use appears less influenced by TSE. Moderation analyses reveal that TSE amplifies adoption particularly among women and Black entrepreneurs. These findings highlight the need for inclusive AI policies and interventions that address both structural inequities and psychological enablers to ensure equitable access to AI’s benefits in an increasingly digital entrepreneurial landscape.