AI–human data hybridization: a hybrid approach to unveiling global entrepreneurial motivations, challenges and opportunities

Abstract

Purpose This study aims to explore global entrepreneurship through the lens of artificial intelligence (AI) chatbots as text-generation tools and human entrepreneurs to examine the motivations, challenges and opportunities faced by entrepreneurs across four income levels (as defined by the World Bank’s Gross National Income per capita classification). Later, it compares the results of both outcomes and identifies potential patterns and variations. Design/methodology/approach This study uses AI chatbots as analytical tools to identify themes in global entrepreneurship, using them to analyze existing literature on motivations, challenges and opportunities across income levels. It involves (n = 5) AI chatbots – ChatGPT, Microsoft Copilot, Google Gemini, ChatSonic and Quora Poe – as text generation tools. To verify the AI-generated insights, human participants (n = 20) from diverse economies (5 per income level) were interviewed. Data analysis combines AI-driven thematic coding (ATLAS.ti) with human validation, addressing model biases and limitations such as outdated training data, to provide a comprehensive, accurate view of global entrepreneurship. Findings The study reveals key differences and commonalities in entrepreneurial motivations, challenges and opportunities across income levels. AI chatbots effectively identified broad trends (opportunity versus necessity and market gaps), but human entrepreneurs highlighted context-specific nuances, including the importance of community-driven motivations and cultural preservation in low- and middle-income settings and sustainability concerns, innovation and ethical value creation in high-income economies. The research demonstrates the potential of AI for initial exploratory analysis while emphasizing the necessity of human validation to ensure accuracy and depth (AI–human data hybridization). This approach offers a novel framework for future inquiry in international entrepreneurship. Originality/value This study is a unique, bold and brave attempt to use AI chatbots as an exploratory method validated by human intervention to understand the motivations, opportunities and challenges of entrepreneurs across income levels. It challenges traditional models, emphasizing the importance of contextual richness, social impact and purpose-driven innovation in entrepreneurship research and practice.

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