As artificial intelligence (AI) reshapes digital marketing, tools such as chatbots and personalisation engines are becoming increasingly prominent. Despite their potential to enhance operational efficiency and customer engagement, the adoption of these technologies by marketing professionals remains inconsistent. This study explores the determinants influencing the adoption of AI-based chatbots and personalisation tools within the Moroccan digital marketing sector. Drawing on an integrative framework that combines the Technology Acceptance Model (TAM), the Technology-Organisation-Environment (TOE) framework, and the Stimulus-Organism-Response (S-O-R) model, the research tests fifteen hypotheses encompassing technological, cognitive, organisational, and environmental dimensions. A quantitative survey was conducted with 305 marketing practitioners, and data were analysed using covariancebased structural equation modelling (CB-SEM) via AMOS. Results confirm that perceived usefulness is the most significant technological driver of adoption, while trust—shaped by algorithmic transparency and hindered by perceived risk—plays a pivotal cognitive role. Managerial support strengthens both attitudes and intentions to adopt, although competitive pressure exerts limited influence in the Moroccan context. The model explains 68% of the variance in adoption intention and 52% in actual use, underscoring its robust predictive power. These findings extend existing acceptance models by highlighting the importance of creative enrichment and organisational preparedness in AI adoption. They also offer practical recommendations for digital marketers and policymakers, emphasising the need for explainable AI, strategic leadership, and investment in organisational readiness. Future research should explore post-adoption dynamics and comparative analyses across industries and regions.