TITLE:
Creating Value in Micro, Small, and Medium-Sized Enterprises: The Role of Artificial Intelligence
AUTHORS:
Eric Kwuyah, Haoua Pitti
KEYWORDS:
Task Automation, Value Creation, Artificial Intelligence, Transaction Digitization, Databases
JOURNAL NAME:
Open Journal of Business and Management,
Vol.14 No.4,
July
20,
2026
ABSTRACT: This research investigates the effect of artificial intelligence on value creation in MSMEs, considering the mediating roles of database use, task automation, and transaction digitization. Data were collected via questionnaires from 514 respondents from the same number of companies. They were subjected to exploratory factor analysis, confirmatory factor analysis, and structural equation modeling. The results reveal a direct positive effect of artificial intelligence on value creation and indirect positive effects via task automation and database use on value creation. A positive effect on transaction digitization is also observed, but digitization itself has no positive effect on value creation. The use of these three mediating variables constitutes the originality of the work, even though task digitization does not play this role.