{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,9]],"date-time":"2026-06-09T14:04:40Z","timestamp":1781013880507,"version":"3.54.1"},"reference-count":21,"publisher":"Publishing house Pegas","issue":"5","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"abstract":"<jats:p>\u0412 \u0441\u0442\u0430\u0442\u044c\u0435 \u0440\u0430\u0441\u043a\u0440\u044b\u0432\u0430\u044e\u0442\u0441\u044f \u043c\u043e\u0442\u0438\u0432\u0430\u0446\u0438\u043e\u043d\u043d\u044b\u0435 \u043c\u0435\u0445\u0430\u043d\u0438\u0437\u043c\u044b \u0440\u0430\u043d\u043d\u0435\u0433\u043e \u0432\u043d\u0435\u0434\u0440\u0435\u043d\u0438\u044f \u0438\u0441\u043a\u0443\u0441\u0441\u0442\u0432\u0435\u043d\u043d\u043e\u0433\u043e \u0438\u043d\u0442\u0435\u043b\u043b\u0435\u043a\u0442\u0430 \u0432 \u043f\u0440\u0430\u043a\u0442\u0438\u043a\u0435 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u044b\u0445 \u043f\u043e\u0434\u0440\u0430\u0437\u0434\u0435\u043b\u0435\u043d\u0438\u0439, \u0432\u044b\u044f\u0432\u043b\u044f\u044e\u0442\u0441\u044f \u043f\u043e\u0432\u0435\u0434\u0435\u043d\u0447\u0435\u0441\u043a\u0438\u0435 \u0438 \u043e\u0440\u0433\u0430\u043d\u0438\u0437\u0430\u0446\u0438\u043e\u043d\u043d\u044b\u0435 \u0434\u0435\u0442\u0435\u0440\u043c\u0438\u043d\u0430\u043d\u0442\u044b, \u043e\u043f\u0440\u0435\u0434\u0435\u043b\u044f\u044e\u0449\u0438\u0435 \u0433\u043e\u0442\u043e\u0432\u043d\u043e\u0441\u0442\u044c \u043e\u0442\u0434\u0435\u043b\u044c\u043d\u044b\u0445 \u0441\u043f\u0435\u0446\u0438\u0430\u043b\u0438\u0441\u0442\u043e\u0432 \u0441\u0442\u0430\u043d\u043e\u0432\u0438\u0442\u044c\u0441\u044f \u0430\u0432\u0430\u043d\u0433\u0430\u0440\u0434\u043e\u043c \u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0438\u0447\u0435\u0441\u043a\u0438\u0445 \u043f\u0440\u0435\u043e\u0431\u0440\u0430\u0437\u043e\u0432\u0430\u043d\u0438\u0439. \u0420\u0430\u0441\u0441\u043c\u043e\u0442\u0440\u0435\u043d\u044b \u0438 \u043f\u0440\u043e\u0430\u043d\u0430\u043b\u0438\u0437\u0438\u0440\u043e\u0432\u0430\u043d\u044b \u0442\u0435\u043e\u0440\u0435\u0442\u0438\u0447\u0435\u0441\u043a\u0438\u0435 \u043f\u043e\u043b\u043e\u0436\u0435\u043d\u0438\u044f \u0434\u0438\u0444\u0444\u0443\u0437\u0438\u0438 \u0438\u043d\u043d\u043e\u0432\u0430\u0446\u0438\u0439, \u0435\u0434\u0438\u043d\u043e\u0439 \u0442\u0435\u043e\u0440\u0438\u0438 \u043f\u0440\u0438\u043d\u044f\u0442\u0438\u044f \u0438 \u0438\u0441\u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u043d\u0438\u044f \u0442\u0435\u0445\u043d\u043e\u043b\u043e\u0433\u0438\u0439 \u0438 \u043a\u043e\u043d\u0446\u0435\u043f\u0446\u0438\u0439 \u043e\u0440\u0433\u0430\u043d\u0438\u0437\u0430\u0446\u0438\u043e\u043d\u043d\u043e\u0433\u043e \u0434\u043e\u0432\u0435\u0440\u0438\u044f, \u043d\u0430 \u043e\u0441\u043d\u043e\u0432\u0435 \u0438\u043d\u0442\u0435\u0433\u0440\u0430\u0446\u0438\u0438 \u043a\u043e\u0442\u043e\u0440\u044b\u0445 \u043f\u043e\u0441\u0442\u0440\u043e\u0435\u043d\u0430 \u043c\u043e\u0434\u0435\u043b\u044c \u0432\u0437\u0430\u0438\u043c\u043e\u0434\u0435\u0439\u0441\u0442\u0432\u0438\u044f \u0438\u043d\u0434\u0438\u0432\u0438\u0434\u0443\u0430\u043b\u044c\u043d\u043e-\u043f\u0441\u0438\u0445\u043e\u043b\u043e\u0433\u0438\u0447\u0435\u0441\u043a\u0438\u0445 \u0444\u0430\u043a\u0442\u043e\u0440\u043e\u0432 \u0438 \u043e\u0440\u0433\u0430\u043d\u0438\u0437\u0430\u0446\u0438\u043e\u043d\u043d\u043e\u0439 \u0441\u0440\u0435\u0434\u044b. \u041a\u043e\u043d\u0441\u0442\u0430\u0442\u0438\u0440\u0443\u0435\u0442\u0441\u044f, \u0447\u0442\u043e \u043a\u043b\u044e\u0447\u0435\u0432\u044b\u0435 \u0431\u0430\u0440\u044c\u0435\u0440\u044b \u0432\u043d\u0435\u0434\u0440\u0435\u043d\u0438\u044f \u043b\u0435\u0436\u0430\u0442 \u043d\u0435 \u0432 \u043f\u043b\u043e\u0441\u043a\u043e\u0441\u0442\u0438 \u0442\u0435\u0445\u043d\u0438\u0447\u0435\u0441\u043a\u043e\u0439 \u043a\u043e\u043c\u043f\u0435\u0442\u0435\u043d\u0442\u043d\u043e\u0441\u0442\u0438, \u0430 \u0432 \u0443\u0433\u0440\u043e\u0437\u0435 \u043f\u0440\u043e\u0444\u0435\u0441\u0441\u0438\u043e\u043d\u0430\u043b\u044c\u043d\u043e\u0439 \u0438\u0434\u0435\u043d\u0442\u0438\u0447\u043d\u043e\u0441\u0442\u0438 \u0438 \u0432 \u043d\u0435\u0434\u043e\u0441\u0442\u0430\u0442\u043e\u0447\u043d\u043e\u0439 \u0437\u0440\u0435\u043b\u043e\u0441\u0442\u0438 \u043e\u0440\u0433\u0430\u043d\u0438\u0437\u0430\u0446\u0438\u043e\u043d\u043d\u043e\u0439 \u043a\u0443\u043b\u044c\u0442\u0443\u0440\u044b. \u0421\u0444\u043e\u0440\u043c\u0443\u043b\u0438\u0440\u043e\u0432\u0430\u043d\u044b \u0430\u0432\u0442\u043e\u0440\u0441\u043a\u0438\u0435 \u0440\u0435\u043a\u043e\u043c\u0435\u043d\u0434\u0430\u0446\u0438\u0438 \u0434\u043b\u044f \u0440\u0443\u043a\u043e\u0432\u043e\u0434\u0438\u0442\u0435\u043b\u0435\u0439 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u044b\u0445 \u043f\u043e\u0434\u0440\u0430\u0437\u0434\u0435\u043b\u0435\u043d\u0438\u0439, \u043d\u0430\u0446\u0435\u043b\u0435\u043d\u043d\u044b\u0435 \u043d\u0430 \u043f\u0440\u0435\u043e\u0434\u043e\u043b\u0435\u043d\u0438\u0435 \u043f\u043e\u0432\u0435\u0434\u0435\u043d\u0447\u0435\u0441\u043a\u043e\u0433\u043e \u0441\u043e\u043f\u0440\u043e\u0442\u0438\u0432\u043b\u0435\u043d\u0438\u044f \u0438 \u0443\u0441\u043a\u043e\u0440\u0435\u043d\u0438\u0435 \u043e\u0440\u0433\u0430\u043d\u0438\u0437\u0430\u0446\u0438\u043e\u043d\u043d\u043e\u0439 \u0442\u0440\u0430\u043d\u0441\u0444\u043e\u0440\u043c\u0430\u0446\u0438\u0438.<\/jats:p>\n                  <jats:p>The present paper discloses the motivational mechanisms of early adoption of artificial intelligence in the practice of marketing units and identifies the behavioral and organizational determinants that shape the readiness of individual specialists to become the vanguard of technological transformation. The theoretical propositions of the diffusion of innovations, the unified theory of acceptance and use of technology, and organizational trust concepts have been examined and analyzed; on the basis of their integration, a model of interaction between individual-psychological factors and organizational environment has been developed. It is stated that the key barriers to adoption lie not in the plane of technical competence but in the threat to professional identity and in the insufficient maturity of organizational culture. On the basis of the theoretical synthesis, the authors' recommendations for the heads of marketing units are formulated, aimed at overcoming behavioral resistance and accelerating organizational transformation.<\/jats:p>","DOI":"10.47576\/2949-1894.2026.5.5.007","type":"journal-article","created":{"date-parts":[[2026,6,9]],"date-time":"2026-06-09T13:33:38Z","timestamp":1781012018000},"page":"57-68","source":"Crossref","is-referenced-by-count":0,"title":["\u041c\u043e\u0442\u0438\u0432\u0430\u0446\u0438\u043e\u043d\u043d\u044b\u0435 \u043c\u0435\u0445\u0430\u043d\u0438\u0437\u043c\u044b \u0440\u0430\u043d\u043d\u0435\u0433\u043e \u0432\u043d\u0435\u0434\u0440\u0435\u043d\u0438\u044f \u0438\u0441\u043a\u0443\u0441\u0441\u0442\u0432\u0435\u043d\u043d\u043e\u0433\u043e \u0438\u043d\u0442\u0435\u043b\u043b\u0435\u043a\u0442\u0430 \u0432 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0435: \u043f\u043e\u0432\u0435\u0434\u0435\u043d\u0447\u0435\u0441\u043a\u0438\u0435 \u0438 \u043e\u0440\u0433\u0430\u043d\u0438\u0437\u0430\u0446\u0438\u043e\u043d\u043d\u044b\u0435 \u0434\u0435\u0442\u0435\u0440\u043c\u0438\u043d\u0430\u043d\u0442\u044b"],"prefix":"10.47576","author":[{"given":"\u0412.\u0413.","family":"\u0410\u0431\u0440\u0430\u043c\u044f\u043d","sequence":"first","affiliation":[{"name":"\u0415\u0440\u0435\u0432\u0430\u043d\u0441\u043a\u0438\u0439 \u0433\u043e\u0441\u0443\u0434\u0430\u0440\u0441\u0442\u0432\u0435\u043d\u043d\u044b\u0439 \u0443\u043d\u0438\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442; \u0420\u043e\u0441\u0441\u0438\u0439\u0441\u043a\u043e-\u0430\u0440\u043c\u044f\u043d\u0441\u043a\u0438\u0439 \u0443\u043d\u0438\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"\u0415.\u0412.","family":"\u041c\u0438\u0449\u0435\u043d\u043a\u043e","sequence":"first","affiliation":[{"name":"\u0420\u043e\u0441\u0441\u0438\u0439\u0441\u043a\u043e-\u0430\u0440\u043c\u044f\u043d\u0441\u043a\u0438\u0439 \u0443\u043d\u0438\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"27371","published-online":{"date-parts":[[2026,5,27]]},"reference":[{"key":"1","unstructured":"McKinsey Global Institute. The economic potential of generative AI: The next productivity frontier. McKinsey &amp; Company, 2023. URL: https:\/\/www.mckinsey.com\/~\/media\/mckinsey\/business%20functions\/mckinsey%20digital\/our%20insights\/the%20economic%20potential%20of%20generative%20ai%20the%20next%20productivity%20frontier\/the-economic-potential-of-generative-ai-the-next-productivity-frontier.pdf (\u0434\u0430\u0442\u0430 \u043e\u0431\u0440\u0430\u0449\u0435\u043d\u0438\u044f: 28.01.2026)."},{"key":"2","unstructured":"Boston Consulting Group. Where&apos;s the Value in AI? October 2024. Boston Consulting Group, 2024. URL: https:\/\/web-assets.bcg.com\/a5\/37\/be4ddf26420e95aa7107a35aae8d\/bcg-wheres-the-value-in-ai.pdf (\u0434\u0430\u0442\u0430 \u043e\u0431\u0440\u0430\u0449\u0435\u043d\u0438\u044f: 28.01.2026)."},{"key":"3","unstructured":"Gartner. Gartner Identifies Top Three Priorities for CMOs to Deliver Marketing Excellence in 2025 : \u043f\u0440\u0435\u0441\u0441-\u0440\u0435\u043b\u0438\u0437. 03.12.2024. URL: https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/2024-12-03-gartner-identifies-top-three-priorities-for-cmos-to-deliver-marketing-excellence-in-2025 (\u0434\u0430\u0442\u0430 \u043e\u0431\u0440\u0430\u0449\u0435\u043d\u0438\u044f: 28.01.2026)."},{"key":"4","unstructured":"Rogers E.M. Diffusion of Innovations. 5th ed. New York: Free Press, 2003."},{"key":"5","doi-asserted-by":"crossref","unstructured":"Bass F.M. A new product growth model for consumer durables \/\/ Management Science. 1969. Vol. 15, no. 5. P\u0440. 215\u2013227.","DOI":"10.1287\/mnsc.15.5.215"},{"key":"6","doi-asserted-by":"crossref","unstructured":"Valente T.W., Rogers E.M. The origins and development of the diffusion of innovations paradigm as an example of scientific growth \/\/ Science Communication. 1995. Vol. 16, no. 3. P\u0440. 242\u2013273.","DOI":"10.1177\/1075547095016003002"},{"key":"7","doi-asserted-by":"crossref","unstructured":"Davis F.D. Perceived usefulness, perceived ease of use, and user acceptance of information technology \/\/ MIS Quarterly. 1989. Vol. 13, no. 3. P\u0440. 319\u2013340.","DOI":"10.2307\/249008"},{"key":"8","doi-asserted-by":"crossref","unstructured":"Venkatesh V., Morris M.G., Davis G.B., Davis F.D. User Acceptance of Information Technology: Toward a Unified View [\u041f\u0440\u0438\u043d\u044f\u0442\u0438\u0435 \u0418\u0422 \u043f\u043e\u043b\u044c\u0437\u043e\u0432\u0430\u0442\u0435\u043b\u044f\u043c\u0438: \u043a \u0435\u0434\u0438\u043d\u043e\u0439 \u043c\u043e\u0434\u0435\u043b\u0438] \/\/ MIS Quarterly. 2003. Vol. 27, no. 3. P. 425\u2013478. DOI: 10.2307\/30036540.","DOI":"10.2307\/30036540"},{"key":"9","doi-asserted-by":"crossref","unstructured":"Howell J.M., Higgins C.A. Champions of technological innovation \/\/ Administrative Science Quarterly. 1990. Vol. 35, no. 2. P\u0440 317\u2013341.","DOI":"10.2307\/2393393"},{"key":"10","doi-asserted-by":"crossref","unstructured":"Thiebes S., Lins S., Sunyaev A. Trustworthy artificial intelligence \/\/ Electronic Markets. 2021. Vol. 31. P\u0440. 447\u2013464.","DOI":"10.1007\/s12525-020-00441-4"},{"key":"11","doi-asserted-by":"crossref","unstructured":"Dwivedi Y.K. et al. Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy \/\/ International Journal of Information Management. 2021. Vol. 57. Art. 101994.","DOI":"10.1016\/j.ijinfomgt.2019.08.002"},{"key":"12","unstructured":"Chakrabarti A., Sinha A., Moses A.C. Labour-force Perception about AI\u00a0\u2013 A Study on Indian White-collar Workers. IIM Ahmedabad, 2024. URL: https:\/\/www.iima.ac.in\/sites\/default\/files\/2024-08\/Labour-force%20perception%20about%20AI%20Final%20version.pdf (\u0434\u0430\u0442\u0430 \u043e\u0431\u0440\u0430\u0449\u0435\u043d\u0438\u044f: 28.01.2026)."},{"key":"13","doi-asserted-by":"crossref","unstructured":"Nam T. Technology usage, expected job sustainability, and perceived job insecurity \/\/ Technological Forecasting and Social Change. 2019. Vol. 138. P\u0440. 155\u2013165.","DOI":"10.1016\/j.techfore.2018.08.017"},{"key":"14","doi-asserted-by":"crossref","unstructured":"Susser D., Roessler B., Nissenbaum H. Technology, autonomy, and manipulation \/\/ Internet Policy Review. 2019. Vol. 8, no. 2.","DOI":"10.14763\/2019.2.1410"},{"key":"15","doi-asserted-by":"crossref","unstructured":"Mosier K.L., Skitka L.J., Burdick M.D., Heers S.T. Automation bias, accountability, and verification behaviors \/\/ Proceedings of the Human Factors and Ergonomics Society Annual Meeting. 1996.","DOI":"10.1177\/154193129604000413"},{"key":"16","doi-asserted-by":"crossref","unstructured":"Tversky A., Kahneman D. Judgment under uncertainty: Heuristics and biases \/\/ Science. 1974. Vol. 185, no. 4157. P\u0440. 1124\u20131131.","DOI":"10.1126\/science.185.4157.1124"},{"key":"17","doi-asserted-by":"crossref","unstructured":"Bussone A., Stumpf S., O&apos;Sullivan D. The Role of Explanations on Trust and Reliance in Clinical Decision Support Systems \/\/ 2015 IEEE International Conference on Healthcare Informatics (ICHI). 2015. P\u0440. 160\u2013169.","DOI":"10.1109\/ICHI.2015.26"},{"key":"18","unstructured":"Gayaparsad K., Ramlutchman N. The Influence of Artificial Intelligence (AI) in Transforming Marketing Communications: A Theoretical Review \/\/ Expert Journal of Marketing. 2024. Vol. 12, no. 1. P\u0440. 46\u201357. URL: https:\/\/marketing.expertjournals.com\/articles\/2024-12-1\/ (\u0434\u0430\u0442\u0430 \u043e\u0431\u0440\u0430\u0449\u0435\u043d\u0438\u044f 28.01.2026)."},{"key":"19","unstructured":"Kotter J.P. Leading change: Why transformation efforts fail \/\/ Harvard Business Review. May\u2013June 1995. URL: https:\/\/hbr.org\/1995\/05\/leading-change-why-transformation-efforts-fail-2 (\u0434\u0430\u0442\u0430 \u043e\u0431\u0440\u0430\u0449\u0435\u043d\u0438\u044f 28.01.2026)."},{"key":"20","doi-asserted-by":"crossref","unstructured":"Edmondson A.C., Lei Z. Psychological Safety: The History, Renaissance, and Future of an Interpersonal Construct \/\/ Annual Review of Organizational Psychology and Organizational Behavior. 2014. Vol. 1. P\u0440. 23\u201343.","DOI":"10.1146\/annurev-orgpsych-031413-091305"},{"key":"21","doi-asserted-by":"crossref","unstructured":"Compeau D.R., Higgins C.A. Computer Self-Efficacy: Development of a Measure and Initial Test \/\/ MIS Quarterly. 1995. Vol. 19, no. 2. P\u0440. 189\u2013211.","DOI":"10.2307\/249688"}],"container-title":["Innovative economy: information, analytics, forecasts"],"original-title":[],"language":"ru","deposited":{"date-parts":[[2026,6,9]],"date-time":"2026-06-09T13:34:44Z","timestamp":1781012084000},"score":1,"resource":{"primary":{"URL":"https:\/\/ieiap.ru\/journal"}},"subtitle":["Motivational mechanisms of early adoption of artificial intelligence in marketing: behavioral and organizational determinants"],"short-title":[],"issued":{"date-parts":[[2026,5,27]]},"references-count":21,"journal-issue":{"issue":"5","published-online":{"date-parts":[[2026,5,27]]}},"URL":"https:\/\/doi.org\/10.47576\/2949-1894.2026.5.5.007","relation":{},"ISSN":["2949-1894"],"issn-type":[{"value":"2949-1894","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,5,27]]}}}