Adoption of artificial intelligence in higher education: an empirical study of the UTAUT model in Indian universities

The study focuses on examining the potential effects of incorporating artificial intelligence (AI) on different stakeholders and higher education institutions in India. To gather first-hand information from students, academics, and support staff at various universities, it uses a quantitative research strategy, a correlational technique, and a questionnaire. The theory underlying user acceptance and adoption of AI technology is based on the Unified Theory of Acceptability and Use of technology (UTAUT) paradigm. It provides examples of how AI might alter teaching and learning, examines difficulties and unfavourable outcomes, and highlights how important user acceptance and attitudes are to the successful implementation of AI in higher education. In order to investigate the application of artificial intelligence (AI) in higher education settings, notably in Indian universities, a detailed conceptual model has been developed and tested. Building on well-established theories like the Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), and Perceived Organizational Support (POS), this research has provided insightful information about the factors influencing AI adoption in the context of higher education. We go further, examining the relationship between adoption of AI on satisfaction and on continuance intention of the students in Higher Education. The research on Adoption of AI leading to satisfaction and continuance Intention in higher education Institutions (HEI) context is still novel and less discovered in India universities. Our study's findings support a number of significant hypotheses and gives the important recommendations to the stakeholders including educators, organizations, and policy makers in developing strategies for maximizing AI’s potential in the unique context of Indian higher education as AI continues to transform the field of education at a much faster pace than ever.