AI application in commerce and services: Digital skills training in SMEs

Abstract

This study evaluates the current state of digital transformation (DT) and the application of Artificial Intelligence (AI) in human resource management and workforce training among small and medium-sized enterprises (SMEs) operating in the commerce and service sectors in the Mekong Delta region. The study employs a mixed-methods approach, combining qualitative and quantitative methods through document analysis, in-depth interviews, and both direct and online surveys. A stratified random sampling method was applied to three groups of respondents, including business leaders, managers, and employees. After the data screening process, 89 valid SME samples were retained for analysis. The study utilized a five-point Likert scale with nine AI-related variables. Data analysis methods included descriptive statistics, comparative analysis, and qualitative synthesis. The findings indicate that business leaders demonstrate positive perceptions toward AI and digital transformation; however, a significant gap remains between leaders and employees regarding AI application capabilities. Employees exhibit a high demand for AI-integrated digital skills training, yet current training programs have not fully met practical requirements. The study also highlights the importance of collaboration between universities and SMEs in co-designing AI training programs to develop a digitally skilled workforce for the digital economy.