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This study aims to examine the role of critical thinking in revolutionizing cognitive marketing by exploring the impact of Chat GPT on enhancing consumer engagement. The study employs a quantitative survey approach to collect data from early adopters, using constructs such as critical thinking, perceived ease of use, perceived usefulness, task technology fit (TTF), consumer engagement, and intention to use Chat GPT. The study is novel in that it examines the role of critical thinking in optimizing the use of Chat GPT for consumer engagement, which has not been explored extensively in previous research. A novel construct, namely Propensity to Diffusion of Innovation, is identified that adds to the diffusion of innovation theory. The findings of this study reveal propensity to the diffusion of Chat GPT is positively related to customer engagement, while critical thinking partially moderates the relationship between them …