Between innovation and skepticism: AI’s role in international strategic decisions for the food and beverage sector

The expanding integration of artificial intelligence (AI) in international business strategies has transformed decisionmaking processes. Nevertheless, skepticism persists, particularly among small and medium-sized enterprises (SMEs). This study explores AI adoption in international strategic decision (ISD) processes, focusing on managerial resistance to AI-driven decision-making, and identifying key psychological and functional barriers. Using a card-based game methodology, it investigates two Italian SMEs operating in the food and beverage sector. Findings reveal concerns over AI’s compatibility with business culture, trust in algorithmic decisions, and the perceived trade-offs between AI efficiency and human expertise. Moreover, the discussion indicates that AI is seen as a complementary tool rather than a substitute for human judgment, with significant barriers linked to digital skills, transparency, and risk perception. This study enriches the body of research in international business by shedding light on the phenomenon of AI while also underlying the factors contributing to resistance or cautious adoption of AI-driven technologies in ISDs. Furthermore, it provides practical recommendations and actionable insights for firms seeking to integrate AI into their strategic operations effectively