Entrepreneurs are increasingly leveraging artificial intelligence (AI) to innovate business models and scale operations. However, limited knowledge exists about how entrepreneurs perceive and integrate AI at the micro- and meso-level, and how macro-level factors influence their usage patterns. To address these gaps, we conducted semi-structured interviews with 32 entrepreneurs, split evenly between Germany and Japan. Findings reveal that entrepreneurs use AI to enhance decision-making, creativity, and operational efficiency, while grappling with concerns such as over-reliance and skill atrophy at the micro-level. At the meso-level, AI supports incremental innovation by automating workflows and facilitating market analysis but also introduces challenges like bias and homogenization of outputs. At the macro-level, cultural norms and regulatory environments significantly impact AI integration, with entrepreneurs in Japan framing AI as a relational companion while German entrepreneurs emphasizing utilitarian applications. These findings underscore the importance of adaptive and culturally sensitive AI solutions and policies. The study contributes to theory by expanding the understanding of AI integration in entrepreneurship across multiple levels, while offering practical insights for policymakers, developers, and entrepreneurs aiming to foster responsible and effective AI adoption.
