14/08/2026
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The MMSU College of Teacher Education Research Office congratulates Dr. Michael Sacramed, faculty-researcher from the Secondary Education Department, on the publication of his single-authored, Scopus-indexed journal article, βArtificial Intelligence (AI)-Driven Entrepreneurial Strategies and Customer-Related Performance of SMEs in Sanchez Mira, Cagayan, Philippines: An Exploratory Mixed-Methods Case Study.β
Published in Future Business Journal, Volume 12, Article 252, the study explored how rural small and medium enterprises use AI-supported technologies to strengthen their entrepreneurial strategies and customer-related performance. Drawing on data from 50 SME owners and managers and interviews with 15 key informants, the study found that localized AI adoption was positively associated with adaptive entrepreneurial strategies, customer satisfaction, customer retention, and responsiveness.
The findings also revealed a βrural paradoxβ: while AI tools improve the speed and efficiency of customer service, rural customers continue to value personal, community-based, and local-language interactions. The study therefore recommends a hybrid approach in which accessible AI technologies complement, rather than replace, the relationships and trust that sustain rural enterprises.
The publication contributes to SDG 8: Decent Work and Economic Growth and SDG 9: Industry, Innovation and Infrastructure by promoting the productivity, innovation, and sustainability of rural enterprises. It also supports SDG 10: Reduced Inequalities by addressing the rural digital divide and SDG 4: Quality Education by emphasizing digital literacy, AI skills development, and accessible training for SME owners and managers.
To read the article, visit:
https://doi.org/10.1186/s43093-026-00963-x