Will artificial intelligence boost crowdfunding? Understanding backers’ contribution intentions through the technology acceptance model in an emerging market context

Abstract This research examines how artificial intelligence (AI) enabled features shape backers’ contribution intention in crowdfunding campaigns within an emerging market context. It focuses on the differentiated effects of AI-driven marketing mechanisms, such as interaction, information quality, accessibility, entertainment, and customization, and investigates the moderating role of AI familiarity. We conducted a quantitative study based on a survey data from 424 potential crowdfunding backers in Morocco, the hypothesis are tested through partial least squares structural equation modeling (PLS-SEM). The findings reveal that AI-enabled features influence contribution intention in a non-uniform manner. Customization emerges as the strongest positive driver, followed by entertainment, accessibility, and information quality, highlighting the importance of personalized, engaging, and credible AI-generated content. In contrast, intensive AI interaction exerts a negative effect, suggesting potential user discomfort. However, this effect is mitigated among individuals with higher AI familiarity, confirming its significant moderating role. Among the control variables, only age significantly affects contribution intention. JEL Classification : M1; M3