Beyond TAM: a mediated-moderated analysis of perceived anthropomorphism and technology trust as catalysts for AI adoption

Purpose This study examines customers’ adoption of artificial intelligence (AI) in the Jordanian telecommunications sector by extending the technology acceptance model (TAM). Specifically, it aims to investigate the effects of perceived usefulness, perceived ease of use and perceived anthropomorphism on actual use of AI, while testing customer intention as a mediator and technology trust as a moderator. Design/methodology/approach A quantitative approach was employed. Data were collected through self-administered questionnaires from customers of telecommunications companies in Jordan. Using stratified random sampling, 482 questionnaires were distributed, and 438 valid responses were analyzed. Partial least squares structural equation modeling using SmartPLS 4 was applied to assess the measurement model, structural relationships, mediation effects and moderation effect. Findings The results show that perceived ease of use and perceived anthropomorphism significantly and positively influence customers’ intention to adopt AI, whereas perceived usefulness has no significant effect. Customer intention significantly predicts actual AI use and mediates the relationships between perceived ease of use, perceived anthropomorphism and actual AI use. However, intention does not mediate the relationship between perceived usefulness and actual AI use. Technology trust significantly moderates the relationship between customer intention and actual AI use. Practical implications Telecom providers should design AI-enabled services that are simple, intuitive, human-like and trustworthy. Managers should also communicate the tangible benefits of AI more clearly to strengthen customers’ usefulness perceptions and encourage sustained usage. Originality/value This study extends TAM by integrating perceived anthropomorphism and technology trust into a mediated-moderated model of AI adoption in an underexplored Middle Eastern telecommunications context.