The Role of AI in Facilitating Startup Formation: Supporting Opportunity-Driven Entrepreneurs in Latin America

Sammanfattning

Artificial Intelligence (AI) is becoming more accessible to small businesses around the world, but little is known about how it is used in low-resource settings. This study explores how AI supports opportunity-driven entrepreneurs in Guatemala as they face challenges like weak institutions, limited education, and poor access to financing. Drawing on institutional theory, experiential learning, and sociomateriality, the study uses a qualitative, interpretivist approach with semistructured interviews and additional informal conversations. The findings show that while AI isoften used for simple tasks like marketing and planning, it is not yet widely trusted or integrated into core business strategies. Entrepreneurs learn to use AI through trial and error, and their decisions are shaped by social norms, access to support, and daily business realities. The study highlights that AI alone does not transform entrepreneurship, it is most useful when supported by stronger institutions, digital education, and better infrastructure. These insights are useful for policymakers and development programs aiming to promote inclusive innovation in emerging economies.