Revisiting the diffusion of innovations theory: artificial intelligence adoption in social media

Purpose The present study aims at revisiting the applicability of Rogers’ diffusion of innovations theory in the digital era, particularly in relation to recent advancements in Artificial Intelligence and their use in social media. It further explores the role of generational differences in shaping AI adoption patterns. Design/methodology/approach Drawing on rich qualitative data, the researchers adopt a multi-method approach comprising eighteen interviews with academic and professional experts across different countries, and four focus group discussions among different generations to collect first-hand insights on GenAI adoption. AI was itself used during qualitative data analysis following our AI-Assisted Data Analysis Procedure (ADAP), including generating and categorizing codes, themes, and excerpts. Findings The findings provide updated insights into the elements of the diffusion process, establishing potential grounds for modernizing the theory in light of AI-driven innovations. Shifts in innovation attributes, decision-making processes, and generational influences are identified, revealing how AI adoption transforms communication practices within digitally networked environments that increasingly shape contemporary global communication. The study further highlights patterns of resistance and reasons for non-AI adoption. Practical implications The study offers insights for communication professionals, platform designers, policymakers, and technology developers seeking to design and implement AI tools in social media environments in ways that account for generational differences in adoption patterns and decision-making processes. Social implications By examining GenAI adoption within digitally mediated societies, the study contributes to broader discussions about technological change, generational divides, societal consequences of GenAI integration, and the evolving diffusion of AI-driven innovations. Originality/value The study advances diffusion scholarship by empirically reassessing Rogers’ framework in the context of global AI-mediated communication and by proposing ADAP as a methodological contribution to qualitative communication research.