Organizational Readiness, Perceived Usefulness, and Determinants of Artificial Intelligence Adoption in Romanian...

Background and Objectives: Artificial intelligence (AI) is increasingly integrated into healthcare management and pharmaceutical marketing workflows, yet determinants of AI adoption intention among non-clinical professionals remain under-studied in Central and Eastern Europe. This cross-sectional study quantified AI adoption intention (AAI) across three professional groups and examined its organizational, cognitive, attitudinal, and regulatory correlates. Methods: We surveyed 127 Romanian professionals (43 hospital administrators, 42 pharmaceutical marketing professionals, 42 community pharmacy managers) using a 46-item structured instrument. The instrument combined items adapted from UTAUT/TAM and organizational-readiness measures with study-specific AI-marketing, AI-literacy, and regulatory-literacy items; Analyses included ANOVA with Tukey HSD, Spearman correlations, age-adjusted OLS regression with HC3 robust standard errors, bootstrap indirect-effect analysis, moderation, exploratory k-means clustering, and exploratory logistic/ROC analysis. Results: AAI differed across groups: pharmaceutical marketing 4.33 ± 0.50, hospital administrators 3.39 ± 0.47, and pharmacy managers 2.88 ± 0.54; all pairwise Tukey contrasts p < 0.001. In the multivariable model (R² = 0.833)-interpreted cautiously because conceptually related adoption constructs may overlap despite acceptable collinearity diagnostics-perceived usefulness, organizational readiness, and perceived ease of use were the strongest associated factors, while data governance concern was the main negative correlate. Perceived usefulness statistically accounted for 61.7% of the AI literacy-AAI indirect association, and regulatory literacy moderated the AI literacy-AAI association. An exploratory age-adjusted logistic model showed high within-sample discrimination for top-tertile AAI but should be interpreted as convergent validity among survey constructs rather than as a validated screening tool. Conclusions: AI adoption intention in Romanian medical management and pharmaceutical marketing is associated mainly with perceived usefulness and organizational readiness, tempered by data governance concern and regulatory knowledge. Longitudinal, multi-site, real-world implementation studies with external validation are needed.