Reassessing the Constructs Related to Technology Adoption Theories in the Global Marketing Domain in Light of the Emergence of GenAI

The purpose of this study is to understand the opportunities and challenges for the global marketing field due to emergence of generative artificial intelligence and the need to reassess the constructs related to technology adoption theories. Given that this technology is so recent, there is a need to investigate this aspect. This study explores the influence of generative AI on various constructs from ten technology adoption theories, models, and approaches as they relate to the global marketing domain. This research study excludes other psychological and cross-cultural theories and constructs related to the domain. This study is unique for its wide range of implications toward the adoption of technology in global marketing initiatives because GenAI can assess consumer sentiment, which helps global marketers make accurate decisions.