A PRISMA-Guided Systematic Review Approach to Examine the Effect of AI Adoption on Qatari SMEs' Performance

Abstract

Artificial intelligence is rapidly transforming marketing by improving customer engagement and operational efficiency. Small and medium-sized enterprises (SMEs), especially in Qatar, are not able to adopt AI due to high adoption costs, poor technological skills and employee resistance. A thorough and methodological literature review was conducted to get a grasp on the factors influencing AI adoption and the subsequent effect on marketing performance. In accordance with the PRISMA guidelines, 32 peer-reviewed publications from 2020 to 2025 were analysed by applying a CASP/AMSTAR checklist, thematic coding and narrative analysis. The literature review has identified that technological readiness, managerial support, digital literacy and environmental factors are the major facilitators of AI adoption. However, context and organisational challenges are the main inhibitors of AI adoption. Nevertheless, the literature affirms that AI adoption increases the marketing performance of SMEs, and the TOE and DOI models are supported, while recommending a merger with the dynamic capabilities theory. Finally, the literature review asserts that policymakers and SME managers need to prioritise training, infrastructure and digital readiness to ease the path for AI adoption.