ICAIMT — Marketers’ Perceptions of Artificial Intelligence Adoption: A Behavioural Reasoning Theory Approach in Egypt — A Thematic Analysis

Despite the rapid expansion of artificial intelligence (AI) tools across all stages of marketing, from data collection and segmentation to customer engagement and campaign execution, there is limited research on how marketers rationalise AI adoption, particularly in emerging markets such as Egypt. Using Behavioural Reasoning Theory (BRT) as a guiding framework, this study explores Egyptian marketers’ cognitive and value-based perceptions regarding AI tools, including their motivations, concerns, and adoption intentions. Twenty-five in-depth interviews with marketers from diverse sectors were conducted and analysed using thematic analysis, leading to the identification of six major themes: AI tools and uses, values towards AI adoption, reasons for AI adoption, reasons against AI adoption, attitudes towards AI, and adoption intention. Findings show that while marketers generally perceive AI as enhancing marketing effectiveness, concerns persist about job displacement, the erosion of human connection, ethical risks, and technological complexity. These insights contribute to a deeper understanding of AI’s role in shaping modern marketing practices within emerging economies. This study extends BRT into the context of AI marketing, highlighting how personal values and contextual factors in emerging markets shape adoption decisions. This research offers practical insights for AI developers, marketing managers, and policymakers aiming to foster more ethical and user-centred AI integration in marketing strategies.