Applying the Technology Acceptance Model (TAM) to Understand Faculty Adoption of AI Tools in Higher Education, Kerala

Abstract

The study identifies the factors predicting the usage of Artificial Intelligence (AI) tools among faculty members of higher education in Kerala based on the Technology Acceptance Model (TAM). A sample of 200 faculty members from different parts of Kerala was chosen for the study. It analyses the adoption of AI tools in academia through the lens of PU, PEOU, attitudes, and behavioral intentions. A systematic survey was undertaken, and it included qualitative and quantitative analysis in SPSS. The comparison of descriptive statistics, reliability, correlation, regression, and t-tests was used to do this. The visualization of the items of the TAM constructs in association with the item loadings is also shown in the study, and the relationships among these items are denoted by a path model with the standardized coefficients (β). Based on the findings, the relationship between ATU and BI in utilizing AI tools, with a β = 0.601 at p < .001, is the most significant among all. There are also important but less significant roles of PEU and PU. There are no strong gender differences, but prior experience with AI does influence perceived academic usefulness. The model explains a significant amount of variance in behavioral intention and AU outcomes. This research offers new evidence about faculty engagement with AI technologies in Kerala, which could influence institutional policy and technology planning.