Identifying relevant segments of AI applications adopters : Expanding the UTAUT2’s variables

Artificial intelligence (AI) is a future-defining technology, and AI applications are becoming mainstream in the developed world. Many consumers are adopting and using AI-based apps, devices, and services in their everyday lives. However, research examining consumer behavior in using AI apps is scant. We examine critical factors in AI app adoption by extending and validating a well-established unified theory of adoption and use of technology, UTAUT2. We also explore the possibility of unobserved heterogeneity in consumers’ behavior, including potentially relevant segments of AI app adopters. To augment the knowledge of end users’ engagement and relevant segments, we have added two new antec…