The design of an instrument to analyze the acceptance of the use of AI in marketing
DOI:
https://doi.org/10.58493/ecca.2025.3.2.06Keywords:
artificial intelligence, marketing, aceptación tecnologica, UTAUT2Abstract
This study focuses on the transformation of marketing through artificial intelligence, highlighting its adoption influenced by factors such as trust, usefulness, and ease of use. The objective of this research is to design and validate an instrument based on the UTAUT2 model to assess the acceptance of AI in marketing. A quantitative methodology with a descriptive and causal design was used, with cross-sectional data collection. The instrument was validated through content validity, with peer review by marketing experts. The findings allowed for optimizing the number of items and ensuring the theoretical coherence of the dimensions evaluated. This study provides original value by facilitating the identification of barriers and drivers in the adoption of AI in commercial strategies.
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