APPLYING AI TO WOMEN'S BUSINESS ACTIVITIES: STRUCTURAL BARRIERS AND PRACTICAL ADAPTATION IN URBAN VIETNAM

Abstract

In the context of rapid urbanization and the strong growth of digital technology in Vietnam, Artificial Intelligence (AI) is increasingly being applied in business operations, particularly for women who run small businesses or manage business projects in urban areas. Grounded in the Social Construction of Technology (SCOT) framework and informed by the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), this study employs a quantitative approach using a structured survey of 300 female entrepreneurs. To better capture AI readiness under resource constraints, the study develops the AFT Index (Awareness-Finance-Time) as a composite measure reflecting both cognitive understanding and practical conditions for technology use. The findings show that AI provides several practical benefits for women-led businesses, such as improving order management, automating customer service through chatbots, and analyzing user data to support sales strategies. Despite these advantages, challenges related to digital literacy, time availability, and financial capacity persist-particularly among small household businesses and micro-enterprises, where resources are often limited. These constraints highlight the importance of understanding AI adoption not only from a technical perspective but also through the lens of social context and lived experience. This study contributes to the growing body of literature on gender and digital technology by introducing the AFT framework as a context-sensitive tool and emphasizing how structural and everyday barriers shape the ability of women in urban Vietnam to engage with AI in meaningful ways.