Determinant variables in the responsible consumption of artificial intelligence (AI) from the perspective of non-specialized users in Colombia

Purpose This study analyses the determinant variables influencing responsible AI consumption from the perspective of non-specialised users in Colombia. Given the increasing adoption of AI across various sectors, understanding how sustainability, ethics and rational decision-making shape responsible AI consumption is crucial for developing policies and educational strategies. Design/methodology/approach A quantitative cross-sectional research design was employed, using a structured questionnaire to assess sustainable, ethical and rational AI consumption. A probabilistic sampling method was used, yielding 485 responses. A multiple linear regression model was applied to identify the most significant predictors of responsible AI consumption. Findings Results indicate that rational consumption is the most influential dimension in responsible AI usage, followed by ethical and sustainable dimensions. Users prioritize functionality and accessibility over ethical concerns, although data transparency and corporate social responsibility remain relevant. While environmental awareness exists, limited knowledge about AI’s environmental impact hinders informed decision-making. Originality/value This study provides empirical insights into responsible AI consumption in an emerging economy, addressing a gap in research predominantly focused on developed nations. Findings suggest that digital literacy programs and regulatory measures are necessary to promote sustainable and ethical AI consumption practices in Colombia.