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May 6, 2026Customer Needs and SolutionsOpen Access

The Rise of AI Heterogeneity: A Framework, Propositions, and Research Agenda for Understanding Consumer Segment Differences in AI Adoption

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Authors

HGHuachao GaoSSShrihari Sridhar

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Overview

Introduces RISE framework to address trust and consumer differences in AI adoption, suggesting pathways for future research and practice.

Key Points

  • The study aims to explore how consumer segments differ in their perceptions and adoption of AI technologies.
  • Introduces the RISE framework focusing on relational meaning differences, segmentation, skepticism, and equitable integration.
  • Analyzes data from a U.S. census-representative survey with over 2,000 participants.
  • Develops a structured research agenda with twelve priority questions and practical managerial questions.
  • Identifies patterns of heterogeneity in AI adoption across different consumer segments.
  • Offers insights into trust-building and tailored AI solutions for diverse consumer needs.

Cite This Study

Gao et al. (2026) studied this question.

synapsesocial.com/papers/69fa8e8904f884e66b530dc1https://doi.org/10.1007/s40547-026-00163-2
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