ORIGINAL RESEARCH article
Front. Artif. Intell.
Sec. AI in Business
TRANSFORMING DATA TO DELIGHT: AI-LED CAMPAIGN PERSONALIZATION SHAPES DIGITAL NATIVES' INTENTION TO ACCEPT OVER A TAM-VAM APPROACH
Provisionally accepted
- VIT Business School, Vellore Institute of Technology - Chennai Campus, Chennai, India
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To explain consumers' intention to accept AI-led campaign personalization in cause-related marketing, this study integrates the Technology Acceptance Model (TAM) and Value-Base Adoption Model (VAM). While TAM explains acceptance through functional and usability-driven evaluations of technology, it is insufficient to capture the emotional and value-driven judgments that are central to cause related marketing contexts. VAM complements TAM, which are critical when AI-led campaign personalization is used to promote social and ethical oriented initiatives. Focusing on digital savvy consumers with high expectations for personalized initiatives, the study empirically examines these relationships using a purposive sample of 270 University students from Chennai, India. The data were collected through an online survey assessing key TAM factors; technology readiness, perceived usefulness and perceived ease of use and VAM factors; perceived enjoyment and perceived value. Structural Equation Modelling with AMOS revealed that the technology readiness strongly influences perceived ease of use (β = 0.48) and perceived enjoyment (β = 0.52), while perceived usefulness (β = 0.46) and perceived enjoyment (β = 0.49) significantly enhance perceived value. Perceived value emerged as the most substantial predictor of intention to accept AI-led campaign personalization (β = 0.60). The findings indicate that both functional and emotional benefits drive consumers' intention to acceptance of AI-led marketing. By integrating TAM and VAM, this study provides an empirical insight of how digital natives perceived and engage with AI-led strategies. The research offers theoretical contributions of AI intention to acceptance models and practical insights for business aiming to design personalized, value-drive and emotionally engaging AI-led campaigns.
Keywords: AI acceptance, AI-led Campaign Personalization, Digital natives, TAM, Technology advantage, VAM
Received: 28 Oct 2025; Accepted: 28 Jan 2026.
Copyright: © 2026 .L and Arumugam. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Thangaraja Arumugam
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