AI transformation is reshaping organizations and societies, pushing firms to embrace new technologies. In the presence of abundant technology, personnel, and personnel management becomes increasingly crucial in creating a competitive edge. Family firms, making up a significant portion of businesses worldwide, serve as an example of industrial firms with existing leveraged emphasis on softer values, yet face significant challenges in AI adoption. Various models used to understand digital transformation, such as the Technology-Organization-Environment model and the Technology Acceptance Model, may not adequately explain the complexities involved in AI adoption, particularly regarding familial factors like trust and collaboration. Family firms are often slow in adopting technology due to concentrated ownership, risk aversion, and a focus on non-financial goals. This study explores the specific challenges family-owned businesses experience in AI adoption and responses to these challenges. By examining five family-owned firms, the research aims to contribute to the understanding of technology adoption by identifying barriers and forming categories that can inform future studies on family firms and AI technology.