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 adopting using AI-based apps, devices, services their everyday lives. However, research examining consumer behavior apps scant. We examine critical factors app adoption by extending validating well-established unified theory of use UTAUT2. also explore possibility unobserved heterogeneity consumers’ behavior, including potentially relevant segments adopters. To augment knowledge end users’ engagement segments, we have added two new antecedent variables into UTAUT2: technology fear trust. Prediction-orientated segmentation was used on 740 valid responses collected pre-tested survey instrument. The results show five with different behaviors that were influenced proposed model. Once known, profiles to propose developers improve engagement. moderating effects variables—technology trust—are shown. Finally, discuss theoretical managerial implications our findings priorities for future research.