Factors Affecting the Adoption of Artificial Intelligence in Social Media Platforms: Implementation of Technology Acceptance Model in Saudi Arabia

Abstract

The entire world is experiencing the 4.0 Industrial Revolution, and Artificial Intelligence (AI) is undoubtedly influencing the lives of social media users in developing countries and developed nations. Massive technology trends are impacting the economies of those countries; these transformations are introducing with them many promised benefits and a significant number of challenges to overcome. Therefore, the study examines the impact of technology readiness (i.e., optimism, innovativeness) and technology awareness on technology acceptance model (TAM) variables to measure the intentions in adopting AI-assisted social media platforms. The study collected data from 345 respondents in Saudi Arabia. The study used Smart PLS 4 to test the hypothetical statements. The results showed that technology readiness and awareness significantly influenced perceived usefulness and ease of use. Perceived usefulness and ease of use also significantly and positively influenced the intention to use AI in social media. Additionally, the study found that intention to use significantly and positively influenced the actual use of AI in social media. The study also proposes the practical implications and future directions.