Youth adoption of artificial intelligence in Central and Eastern Europe: evidence from Romania and Poland
Laura Cătălina Ţimiraş, Bogdan Nichifor, Luminița Zaiț, Marcin Brycz, Marcela Danu · Journal of Business Economics and Management · 2026
This study examines young people in Central and Eastern Europe adopting artificial intelligence (AI), focusing on Romania and Poland. It identifies main drivers of behavioral intentions toward AI by integrating micro, meso, and macro-level factors. Data from 502 respondents aged 18–34 were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Measurement invariance was tested with MICOM, and cross-country differences were assessed through Multi-Group Analysis (MGA). The model explains 39.5% of the variance in future AI use. Personal benefits were the strongest predictor, followed by AI integration and social environment, while perceived socio-economic benefits had a smaller but significant effect. Risk perceptions and gender showed no significant impact. MGA confirmed stronger effects of integration in Romania and benefits in Poland. The findings suggest country-tailored strategies: Romania should prioritize accessibility and ease of use, while Poland should emphasize career-related benefits and institutional resources. Universities and policymakers could support AI adoption by expanding AI literacy initiatives and by leveraging peer-based learning environments. The study contributes by applying a multi-level adoption framework to an underexplored region, highlighting how contextual factors shape AI adoption among Generation Z.