Drivers of artificial Intelligence–powered hearing aids by individuals: an in-depth qualitative investigation

Purpose This study examines the drivers of adoption of artificial intelligence (AI)-powered hearing aids. These innovative, technology-driven aids offer several features and benefits that can enhance users' quality of life. Their features, along with the known limitations of traditional hearing aids, suggest that AI-powered hearing aids should gain widespread adoption. However, their adoption has not been as expected. Due to the nascent nature of the area, research findings explaining this anomaly or the drivers of adoption are limited. Design/methodology/approach This study employs a qualitative research design, focusing on patients, i.e. individuals with hearing impairments currently using AI-powered hearing aids, to identify the drivers of adoption of AI-powered hearing aids. The final dataset comprising 33 responses was analyzed using the grounded theory approach to identify 45 open codes, 10 axial codes and 5 selective codes representing key AI-powered hearing aid adoption drivers from the patient perspective. Findings The selective codes, representing the five themes that broadly shape adoption, are: (1) intelligent environment management, (2) superior user experience, (3) enhanced social inclusion, (4) integrated wellness-well-being ecosystem and (5) technological superiority. The axial codes, representing sub-themes within each theme, reveal that, unlike the traditionally used hearing aids that amplify sound, AI-powered aids provide adaptive noise management and environment detection, reduction in cognitive fatigue and physical strain, personalized learning capabilities, improved communication and comfort in social and professional settings, physical safety, health monitoring, smart connectivity, superior voice processing and other advanced features like transcription. Originality/value Based on these findings, the study provides a “foundational-enabling-enhancing” framework. This framework leverages the technological superiority of AI-powered hearing aids and their ability to create an integrated well-being-wellness ecosystem to drive adoption and continued use. The study's findings and framework extend the innovation management literature, providing valuable insights for healthcare professionals, manufacturers and scientists in developing user-centered AI-powered hearing solutions that address the multifaceted quality-of-life challenges faced by people with hearing impairment.