Studying Customer Utility of Artificial Intelligence Assistants via Technology Acceptance Model

Abstract

Artificial intelligence (AI) assistants have become an inseparable component of society due to their usefulness, efficiency, and affordability resulting in an increased demand on them. While there are various AI assistants in the market, the four frontrunners in the AI assistant industry are Amazon (Alexa), Apple (Siri), Google (Google Assistant), and Microsoft (Cortana). Despite their benefits, ramifications may evolve as they expose their user’s privacy to potential danger.

This paper studies the potential dangers encountered by AI users as well as the reasons driving the demand for AI through the Technology Acceptance Model (TAM). The variables studied herein are efficiency, affordability, usefulness, trustworthiness, ease of use, risk, and trendiness. From TAM, consumers are drawn to AI assistant products due to perceived efficiency and usefulness. For the sake of this study, perceived affordability and perceived potential risks were added to the model as each factor plays a role in the consumer’s decision to adopt these products (Boonsiritomachai & Pitchayadejanant, 2017).