Digital transformation in emerging markets: Adoption dynamics of AI image generation in marketing practices

This study explores the key variables influencing the adoption of AI image generators in marketing in Bangladesh, emphasizing the mediated impact of perceived usefulness. The study examines the present extent of AI image generator use across marketing agencies in Bangladesh and offers suggestions for optimizing their application to enhance efficiency, creativity, and competitiveness. A quantitative research strategy was used, gathering primary data via a standardized questionnaire administered to 480 marketing experts. Following the screening process, 320 replies were considered valid. Convenience sampling was used, focusing on professionals engaged in choices about the implementation of AI image generators. The data was analyzed using Smart PLS, a statistical program for SEM, to investigate the connections between key components and behavioral intents. Research demonstrates that PE, EE, SI, FC, and ATT substantially affect the motivation to use AI image generators. Nonetheless, PR exerts no substantial influence. PU mediators the associations between PE, SI, and PR with BI, but it does not mediate EE, FC, or ATT. The research underscores the critical importance of perceived usefulness to boosting adoption. This study offers actionable insights for marketing companies, highlighting the need to augment perceived usefulness by showcasing the advantages of AI. It enhances the comprehension of AI adoption in developing areas, facilitating digital transformation. This research is novel in its contextual emphasis on Bangladesh and its use of perceived usefulness as a mediating variable.