Purpose This study aims to investigate the determinants that influence sports consumers' acceptance of artificial intelligence (AI)-based applications and devices. Drawing upon the Artificially Intelligent Device Use Acceptance (AIDUA) framework within a cross-cultural context, this research evaluates the model's empirical validity within the domain of sport. Design/methodology/approach A quantitative, quasiexperimental, cross-sectional research design was employed. The sample comprised 429 individuals engaged in regular physical activity and sport, drawn from two European countries: Spain and the United Kingdom. Data were collected using a structured questionnaire incorporating previously validated AIDUA scales, which were adapted to the sport context. A multigroup analysis was conducted using partial least squares structural equation modeling, following the assessment of measurement invariance through the Measurement Invariance of Composites protocol. Findings The findings support the validity and reliability of the AIDUA model in identifying the key variables influencing the acceptance of AI-enabled sports applications and devices. However, the model has limitations in capturing consumer objections to such technologies. The adoption process among sports consumers appears to unfold in three distinct stages. Moreover, significant cross-cultural differences were identified in several relationships within the model, notably the impact of social influence on performance expectancy, the effect of hedonic motivation on both performance and effort expectancy, and the role of emotions in shaping both adoption intentions and resistance. These differences are likely attributable to cultural factors. Originality/value This research constitutes one of the first empirical applications of the AIDUA model within the sports sector. Furthermore, it offers novel insights into how national cultural variables may moderate the interrelations within the model, thereby influencing consumer acceptance of AI technologies in sports.
María et al. (2026) studied this question.