Adoption of AI in CRM in the Retail Sector. A perspective from Technology Acceptance Model

The researchers have used the Technology Acceptance Model (TAM3) to measure the adoption intention of AI in the retail sector. The paper aims to capture the factors that influence the adoption intention of AI in customer relation management in the retail sector. The primary data comprising of 487 respondents was validated by TAM3 which was further analyzed by SEM. The findings of the result revealed that motivation does not impact the perceived ease of use (PEU). Automation and self-efficacy significantly influenced PEU while accuracy, social influence, and customer experience positively impacted PUF (perceived usefulness). Both PEU and PUF significantly impacted the adoption intention of AI in the retail sector. The study will help retail service providers and CRM software developers gain better insight into the adoption of AI