Bridging awareness and trust: using thematic analysis to understand AI adoption such as DeepSeek in Chinese higher education

Purpose The purpose of this study is to explore Chinese university students' perceptions, awareness and trust regarding the adoption of DeepSeek, an artificial intelligence (AI) tool increasingly used for academic purposes in higher education. Design/methodology/approach A qualitative research design was employed using semi-structured interviews with Chinese university students. Thematic analysis was conducted using NVivo 15 to identify recurring themes related to awareness, trust and AI adoption as DeepSeek. Findings The findings reveal four key thematic dimensions: (1) awareness sources and accessibility, (2) perceived academic benefits, (3) trust shaped by information reliability, algorithmic transparency and institutional compliance and (4) concerns related to data privacy, response quality and regulatory policies. Trust emerged as a pivotal factor influencing students' willingness to adopt AI as DeepSeek. The results emphasize the importance of ethical guidelines and institutional support to promote responsible and informed use of AI in higher education. Practical implications The study provides actionable insights for educators, policymakers and institutions to strengthen trust, enhance ethical practices and develop policies that support the effective incorporation of AI technologies in educational contexts. Originality/value This study contributes to the growing body of knowledge on AI adoption in education by offering empirical insights into how awareness and trust shape students' acceptance and responsible use of AI-driven learning tools such as DeepSeek in Chinese higher education.