AI feel millennials: prioritizing the intentions towards adoption of AI-enabled chatbots using fuzzy-AHP approach

Purpose In the present era, artificial intelligence (AI) is transforming and redefining the lifestyles of society through its applications, such as chatbots. Chatbot has shown tremendous growth and has been used in almost every field. The purpose of this study is to identify and prioritize the factors that influence millennial’s technology acceptance of chatbots. Design/methodology/approach For the present research, data were collected from 432 respondents (millennials) from Punjab. A fuzzy analytical hierarchy process was used to prioritize the factors influencing millennials’ technology acceptance of chatbots. The key factors considered for the study were information, entertainment, media appeal, social presence and perceived privacy risk Findings The findings of the study revealed media appeal as the top-ranked prioritized factor influencing millennial technology acceptance of chatbots. In contrast, perceived privacy risk appeared as the least important factor. Ranking of the global weights reveals that I3 and I2 are the two most important sub-criteria. Research limitations/implications Data were gathered from the millennial population of Punjab, and only a few factors that influence the technology acceptance of chatbots were considered for analysis which has been considered as a limitation of this study. Practical implications The findings of this study will provide valuable insights about consumer behaviour to the business firm, and it will help them to make competitive strategies accordingly. Originality/value Existing literature has investigated the factors influencing millennials’ technology acceptance of chatbots. At the same time, this study has used the multi-criteria decision-making technique to deliver valuable insights for marketers, practitioners and academicians about the drivers of millennials’ technology acceptance regarding chatbots which will add value to the prevailing knowledge base.