Determinants of AI-Powered Hyper-Personalized Marketing Adoption: An Application of the Artificial Intelligence Acceptance Model (AIM)

Artificial intelligence (AI) is reshaping marketing through hyper-personalized targeting, real-time content optimization, and predictive customer engagement. Explaining the adoption of such intelligent and autonomous systems requires theoretical perspectives that move beyond classical technology acceptance logic. While established frameworks such as the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) offered valuable insights for early digital systems, they are less suited to capture the cognitive, ethical, and organizational complexities of contemporary AI-driven marketing environments. This study examines the determinants of AI-powered hyper-personalized marketing adoption by applying the Artificial Intelligence Acceptance Model (AIM), a recently proposed framework designed for intelligent, autonomous, and data-intensive technologies. AIM conceptualizes adoption through four core determinants—System Intelligence, Trustworthiness, Human Augmentation Value, and Integration Readiness—which shape Value-in-Use, subsequently driving Adoption Intention, Actual Use, and Continuance Intention. The model further incorporates contextual moderators, including Blockchain Maturity, Regulatory Support, Digital Literacy, and Job Replacement Anxiety, to reflect key environmental and human boundary conditions. Survey data from 384 marketing professionals across digital-intensive industries were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that perceived intelligence, trustworthiness, and augmentation significantly enhance value-in-use, while integration readiness emerges as a central driver of sustained adoption. The results confirm AIM’s explanatory strength and cross-contextual applicability, offering theoretical and practical insights for the responsible deployment of AI-enabled marketing systems. Keywords: Artificial Intelligence Model (AIM); Hyper-Personalized Marketing; AI Adoption; System Intelligence; Trustworthiness; Human Augmentation; Integration Readiness; PLS-SEM.