Msc in Innovation and Industrial ManagementCompanies have increasingly recognized the potential of incorporating artificial intelligence (AI) into their operations, given its potential to optimise and transform various aspects of business. Despite the growing interest, the factors influencing AI adoption and implementation remain complex and multifaceted. The purpose of this study was to explore the determinants of AI adoption in companies, focusing on technological, organisational, and environmental factors. A conceptual framework that is based on the Technology-Organization-Environment (TOE) framework, is presented to provide a comprehensive lens to understand the adoption process. This study employed a qualitative methodology, utilising case studies and cross-sectoral analysis to gather insights from different industries. Data collection involved semi-structured interviews with key stakeholders, including executives and technology experts. The results indicate that while technological readiness and organisational support are critical, external pressures such as competitive dynamics and regulatory requirements also play significant roles. The findings suggest that companies with access to high quality data and a proactive management are more likely to successfully integrate AI. However, the study also identified significant challenges related to data management, ethical considerations, and the need for clear regulatory guidelines. The research highlights the necessity for a strategic approach to AI adoption, where focus is put on formulating a clear purpose for implementing AI. Future research should focus on quantitative analyses to measure the impact of these factors more precisely and explore the long-term implications of AI integration in various sectors
