Article: Exploring technological enablers of AI adoption for the effectiveness of digital promotions Journal: International Journal of Business Information Systems (IJBIS) 2026 Vol.52 No.8 pp.44 - 77 Abstract: AI can drive the effectiveness of digital promotions by using data to personalise experiences, automate tasks, optimise ad spend, and predict trends, leading to better targeting, higher engagement, improved return on investment, and smarter content creation across channels like social media, email, and ads. Hence, this study explores technological enablers of AI adoption for the effectiveness of digital promotions by adapting the technology acceptance model. A total of 325 five-point Likert scale quantitative survey responses were collected from diverse e-commerce stakeholders and analysed using covariance-based structural equation modelling. The findings reveal that technological enablers of AI adoption, including robust IT infrastructure, greater technological compatibility of AI, greater relative advantages of AI, the usefulness of AI, ease of use of AI, strong data privacy practices, and strong data security practices, positively influence AI adoption. Moreover, greater AI adoption positively influences the effectiveness of digital promotions. Inderscience Publishers - linking academia, business and industry through research

Title: Exploring technological enablers of AI adoption for the effectiveness of digital promotions

Authors: Anil Kumar Biswal; Rajat Kumar Behera; Kumod Kumar

Addresses: School of Computer Engineering, Kalinga Institute of Industrial Technology (KIIT) Deemed to be University, KIIT Road, Patia, Bhubaneswar, Odisha 751024, India ' School of Computer Engineering, Kalinga Institute of Industrial Technology (KIIT) Deemed to be University, KIIT Road, Patia, Bhubaneswar, Odisha 751024, India ' Chandragupt Institute of management Patna, Mithapur Institutional Area, Patna-800001, India; Indian Institute of Technology Patna, Kanpa Road, Bihta, Patna, Bihar-801106, India

Abstract: AI can drive the effectiveness of digital promotions by using data to personalise experiences, automate tasks, optimise ad spend, and predict trends, leading to better targeting, higher engagement, improved return on investment, and smarter content creation across channels like social media, email, and ads. Hence, this study explores technological enablers of AI adoption for the effectiveness of digital promotions by adapting the technology acceptance model. A total of 325 five-point Likert scale quantitative survey responses were collected from diverse e-commerce stakeholders and analysed using covariance-based structural equation modelling. The findings reveal that technological enablers of AI adoption, including robust IT infrastructure, greater technological compatibility of AI, greater relative advantages of AI, the usefulness of AI, ease of use of AI, strong data privacy practices, and strong data security practices, positively influence AI adoption. Moreover, greater AI adoption positively influences the effectiveness of digital promotions.

Keywords: AI adoption; digital promotions; data privacy; data security; IT infrastructure; ease-of-use of AI.

DOI: 10.1504/IJBIS.2026.155937

International Journal of Business Information Systems, 2026 Vol.52 No.8, pp.44 - 77

Received: 30 Apr 2026
Accepted: 02 Jun 2026
Published online: 26 Aug 2026 *

Title: Exploring technological enablers of AI adoption for the effectiveness of digital promotions

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