Why Do Retail Customers Adopt Artificial Intelligence (AI) Based Autonomous Decision-Making Systems?

Advancements in Artificial Intelligence (AI) have led to the development of autonomous decision-making processes, allowing customers delegate decisions and tasks. Such technologies potential alter retailing landscape. Grounded unified theory acceptance use technology Hofstede's cultural theory, this article investigates customers’ adoption AI-based processes by analyzing 454 customer responses using covariance-based structural equation modeling. The results reveal that effort expectancy, performance facilitating conditions, social influence are positively associated with processes. Collectivism strengthened positive association attitude, whereas uncertainty avoidance dampened associations attitude. findings provide useful implications for system developers managers while providing future researchers directions further explore