Technology adoption of AI-based alternatives to humans: the case of smart fitness applications

AI-based solutions are becoming more and more popular in the consumer market, as artificial intelligence is now capable of managing vast ranges of tasks. Thus, choosing a human professional is no longer an obvious decision when tech-alternatives are available. As a consequence, the way consumers evaluate products and services can be potentially changed by the advent of AI. In this regard, it becomes important to observe the implications of such technology in decision-making processes. Within this research, we look at the case of AI-powered smart fitness applications as we compare them to human personal trainers. A new structural model based on TAM was created, with a novel variable named Perceived Labor Substitution. Following a SEM approach, results suggest that the evaluation of AI adoption may not particularly rely on direct comparisons between AI-based options and human professionals, as individual characteristics taken individually may matter more depending on the type of user and their needs. These conclusions imply that tech and human-based options do not necessarily cancel each other out when they address the needs, although very similar, of different kinds of users.