Artificial intelligence (AI) fundamentally transforms how users interact with digital platforms, particularly in social commerce (s-commerce), where algorithmic personalization, recommendation systems, and automated engagement shape consumer behavior in real-time. This transformation is even more remarkable in emerging economies. In Tunisia, for example, despite the increased use of social networks, social commerce adoption is still minimal. This article proposes an integrated model of social commerce adoption in Tunisia based on the extension of the UTAUT2 model, to which two blocks of variables are integrated: (1) Factors related to Artificial Intelligence, and (2) Elements specific to social commerce. By incorporating UTAUT2, technological and social commerce variables, this model aims to adapt this technological adoption model to local contexts while shedding light on AI integration strategies in social commerce platforms.