Exploring artificial intelligence adoption among Italian firms

This paper presents an initial systematic analysis of the adoption of artificial intelligence in Italian firms, with a particular focus on the emerging impacts of generative AI. The theoretical framework is based on the diffusion of innovations and technology–organisation–environment models; drawing on an original dataset, the article proposes an ‘AI readiness level’ index that distinguishes between non-adopters, experimenters and advanced users. The results highlight how company size, sector and internal digital skills significantly influence the likelihood of adopting AI and generative AI solutions, suggesting operational implications for support policies and digital transformation strategies.