  The rapid development of technology has drastically changed the way consumers
do their shopping. The volume of global online commerce has significantly been
increasing partly due to the recent COVID-19 crisis that has accelerated the
expansion of e-commerce. A growing number of webshops integrate Artificial
Intelligence (AI), state-of-the-art technology into their stores to improve
customer experience, satisfaction and loyalty. However, little research has
been done to verify the process of how consumers adopt and use AI-powered
webshops. Using the technology acceptance model (TAM) as a theoretical
background, this study addresses the question of trust and consumer acceptance
of Artificial Intelligence in online retail. An online survey in Hungary was
conducted to build a database of 439 respondents for this study. To analyse
data, structural equation modelling (SEM) was used. After the respecification
of the initial theoretical model, a nested model, which was also based on TAM,
was developed and tested. The widely used TAM was found to be a suitable
theoretical model for investigating consumer acceptance of the use of
Artificial Intelligence in online shopping. Trust was found to be one of the
key factors influencing consumer attitudes towards Artificial Intelligence.
Perceived usefulness as the other key factor in attitudes and behavioural
intention was found to be more important than the perceived ease of use. These
findings offer valuable implications for webshop owners to increase customer
acceptance
