The usage of artificial intelligence in marketing: A research on consumer adoption of artificial intelligence marketing tools

Artificial intelligence, known as the main force of the fourth industrial revolution, has led to significant changes in different fields until today. This research is aimed to investigate the use and features of artificial intelligence tools in the field of marketing, also to reveal the factors affecting the attitudes and intentions of users towards chatbots used in shopping within the scope of the technology acceptance model. For this purpose, individuals aged 15 and over who purchase online via smart tools in Turkey were reached through an online questionnaire. At the end of the data collection process, the collected data were analyzed via Structural Equation Modeling. As a result of the analysis, it was found that artificial intelligence tools are used at a low level in the shopping process in Turkey. The proposed research model was evaluated by SEM analysis. As the result of the analysis, it was found that perceived enjoyment and perceived intelligence positively affect the attitude towards artificial intelligence tools. The attitude was also found to have a positive effect on the intention to use. The results of the research have both practically and theoretically important contributions.