Research from the University of East London indicates that artificial intelligence (AI) is significantly influencing the way entrepreneurs approach risk, opportunities, and business adaptation. The study suggests that exposure to AI and digital tools correlates with enhanced strategic thinking and mental flexibility among entrepreneurs.
The research, published on February 10, 2026, in the Journal of Entrepreneurship in Emerging Economies, highlights that entrepreneurs who effectively integrate AI into their operations demonstrate a greater capacity for revising plans and responding to unexpected challenges. Rather than merely serving as automation tools, AI technologies are reshaping the entrepreneurial mindset itself.
Dr. Jamiu Odugbesan, the study’s lead author, emphasizes that the integration of AI into entrepreneurial practices fosters a shift in thinking. “What we’re seeing is not AI replacing human thinking, but changing how people think,” he stated. Entrepreneurs who engage closely with AI are more inclined to reassess their assumptions, consider a wider array of options, and adapt to changing circumstances.
The research team, which also included Dr. Andrew Tafameland from the University of Benin and Dr. Dennis Akrawah from the LAPO Institute, conducted their study with a sample of 376 entrepreneurs operating in Computer Village, one of West Africa’s largest technology marketplaces located in Lagos, Nigeria. This vibrant hub is home to thousands of traders and developers who utilize digital tools daily, making it an ideal setting to observe the impact of AI on entrepreneurial behavior.
Entrepreneurs in Computer Village often face intense pressures with limited protections against market disruptions. Those with heightened knowledge of AI and digital exposure exhibited notable flexibility in navigating sudden changes. The authors of the study argue that the benefits of AI extend beyond mere technical skills to include enhanced decision-making capabilities.
The findings have broader implications for various stakeholders including governments, investors, and educators. Training programs that focus exclusively on technical skills or productivity may overlook the significant advantage of fostering more confident and adaptable decision-making among entrepreneurs. “In uncertain environments, success often depends less on having the perfect plan and more on being able to rethink it in the face of disruption,” Dr. Odugbesan noted.
As AI continues to evolve, its impact on work is increasingly recognized as both economic and cognitive. The study contributes to a growing body of evidence suggesting AI shapes not only how individuals plan and reason but also instills greater confidence in making informed decisions quickly. The implications for entrepreneurship are profound, suggesting that embracing AI can lead to more resilient and innovative business practices in an ever-changing landscape.
