| Abstract [eng] |
Artificial intelligence (AI)-based technologies are rapidly evolving, and their application across various fields enables increased speed and efficiency of processes. In marketing, these technologies are used to ensure a smooth user experience and enhance personalization. To achieve these goals, it is important to recognize that there are barriers that may contribute to negative consumer attitudes toward AI-based technologies and limit their acceptance or even trigger resistance. Existing research indicates that consumer attitudes toward AI-based technologies range from positive to negative. At the same time, it is observed that most studies focus on encouraging factors, while giving limited attention to those that hinder the acceptance of such technologies. This highlights the need for a broader analysis, as it is essential to identify the factors that prevent the acceptance of AI-based technologies. Identifying these factors would enable the implementation of appropriate measures to reduce perceived risks and promote acceptance. For this reason, the final project raises the following research question – what factors restrict the acceptance of AI-based technologies from the consumer perspective? |
