Too soon for AI agents? - A Qualitative Study using the TAM model to explore consumer technology adoption and trust of AI agents in grocery retail

Abstract

Too soon for AI agents? Is what this article has explored by incorporating a qualitative perspective into Technology acceptance model framework (TAM). This has been done by looking at the key components perceived usefulness (U), perceived ease of use (E) and Trust in relation to AI agent adoption. To conduct the study, twelve semi-structured interviews were conducted with grocery store consumers in Sweden.The data was then transcribed and coded with thematic analysis. The findings showcased that AI agents show great potential where the participants acknowledge the societal value of the AI agent first before considering individual value, thereby accepting AI as a solution for them in their grocery shopping. However, looking at their actual usage and adoption of previous AI technologies suggests a gap between acceptance and adoption. The paper concluded that it is too soon for AI agents to enter the fray, based on the interview conducted in this article. However, there seems to be an acceptance towards AI agents generally in the sense that the participants saw a societal value with AI agents appearing. Furthermore, this paper also concluded that the aspect of trust, both towards the technology itself, but also towards brands and companies needs to be brought into the model.