Skip to content

Let’s play: me and my AI-powered avatar as one team

Research output: Contribution to journalArticlepeer-review

Artificial Intelligence (AI) tools have altered the gaming industry, thanks to their newly incepted functionalities which have enhanced the consumer experience. Building on innovation diffusion theory, technology acceptance model, and flow theory, this study highlights the concept of an AI-powered avatar. This study explores the roles of perceived easiness, usefulness, advantage, compatibility, enjoyment, customization, and interactivity in forming the gamers’ intention to play with AI-powered avatar. A survey data of 500 respondents, from China, having an experience of playing online video games is used to test the proposed hypotheses. The results offer significant support to the proposed relationships related to the adoption of an AI-powered avatar and the consumers’ psychological association with its adoption. Consequently, the reults imply that AI-powered avatars should allow gamers to customize, interact, and take assistance to move up levels with an enjoyable experience. Moreover, this study also suggests that digital technologies such as, AI could be integrated into the gaming environment for a more pleasing and immersive experience.
Original languageEnglish
Pages (from-to)1014-1025
JournalPsychology and Marketing
Issue number6
Early online date1 Apr 2021
Publication statusPublished - 1 Jun 2021


  • Let’s play AAM

    Rights statement: This is the peer reviewed version of the following article: Butt, A. H., Ahmad, H., Goraya, M. A. S., Akram, M. S., & Shafique, M. N. (2021). Let's play: Me and my AI‐powered avatar as one team. Psychol Mark, 38, 1014– 1025, which has been published in final form at This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.

    Accepted author manuscript (Post-print), 1.66 MB, PDF document

    Due to publisher’s copyright restrictions, this document is not freely available to download from this website until: 1/04/23

Related information

Relations Get citation (various referencing formats)

ID: 26789521