Privacy Vs. Personalization: GENAI’s Role in Technology Adoption

This study examines the adoption of Generative Artificial Intelligence (GENAI) in the hospitality industry through the lens of Technology Threat Avoidance Theory (TTAT). While AI has enhanced personalization and guest interactions, limited research addresses GENAI’s role, especially regarding user privacy and engagement. This research investigates how perceived privacy concerns influence attitudes, engagement, and intentions when using GENAI. A longitudinal design was employed, with data collected from tourists during two periods: January–June 2023 and October 2024–January 2025. Using CB-SEM with SPSS and AMOS v28, the study analyzes the relationships between GENAI adoption, privacy threats, and behavioral intention. Findings contribute to the TTAT framework by revealing how GENAI adoption can address privacy concerns. Practical insights include enhancing experiences, encouraging employee acceptance, and maintaining competitive advantage. The study offers timely guidance for leveraging GENAI while balancing innovation with user privacy.