What influences employee engagement with generative AI in B2C? The moderating role of organizational practices

Purpose This study investigates the use of generative AI (GAI) by employees in customer-centric roles within B2C environments, examining how the GAI functionalities of understanding query and personalization, along with organizational AI practices, influence its usage. The study extends the technology acceptance model (TAM) by integrating these GAI-specific variables to assess their impact on perceived ease of use and usefulness. Design/methodology/approach Using a quantitative methodology, data were collected from 230 professionals engaged in customer-facing tasks across various industries who actively use GAI tools. Partial least squares structural equation modeling (PLS-SEM) was applied to evaluate the hypothesized relationships among the constructs. Findings The findings reveal that understanding query significantly impacts personalization, perceived ease of use and other factors, enhancing GAI usage. Personalization also positively influences perceived ease of use and usefulness, indicating its crucial role in GAI adoption. The study further uncovers the moderating effect of AI practices on these relationships, highlighting the importance of organizational context in technology acceptance. Originality/value This study contributes to GAI literature by offering empirical insights into how specific AI functionalities and organizational strategies shape employee engagement with GAI in customer-centric settings.