From evaluation to adoption: Understanding user perceptions and drivers toward artificial intelligence–generated content adoption on social media

The emergence of content generated by artificial intelligence is a novel form, and the aim of this research study is to explore the user’s perceptions and drivers toward the adoption of content produced by artificial intelligence on social media platforms. The objectives of the research were accomplished by using a quantitative research methodology. A structured questionnaire was developed, and data were collected from 402 undergraduate students enrolled in the University of the Punjab, Lahore, through convenient sampling. This study is extracted from an MPhil project. Findings indicated there is a positive significant relationship between information credibility, information quality, and ethical implications with the mediating variable perceived usefulness, and perceived usefulness is further positively related to information adoption. These findings support three of the proposed hypotheses, and one hypothesis was rejected. In conclusion, perceived usefulness is one of the major drivers for artificial intelligence–generated content adoption.