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This thesis studies consumer adoption of artificial intelligence technology. Artificial intelligence marks a paradigm shift in the marketing of consumer products and services, as the technology enables agents to perceive the environment, recognize objects or people, and to perform actions including the planning and making of decisions​(Russell & Norvig, 2016)​. If implemented successfully, artificial intelligence technology offers a vast range of benefits for individuals and society. In transportation, for example, autonomous or self-driving vehicles help reduce the number of fatalities in traffic​(Silberg et al., 2012)​. In health, artificial intelligence enables machines to deliver faster, more accurate diagnoses and cost-efficient, personalized treatments​(Topol, 2019)​. In consumer electronics, artificial intelligence helps secure personal data and communication by enabling secure facial recognition systems​(Heisler, 2017)​. And, in retail, artificial intelligence helps consumers make decisions that best cater to their personal preferences and needs​(Mullan, 2019)​. Despite these prospects, there are many unresolved challenges in the development, implementation and use of ethical and trustworthy artificial intelligence. In the development, for example, the ethical codes that guide machine learning behavior and artificial intelligence decisions concern stakeholders as well as government bodies around the world​(Defense Innovation Board, 2019; High-Level Expert Group on Artificial Intelligence, 2019; The Danish Government, 2019)​. The stakes are high; and artificial intelligence has been recognized as “a powerful, emerging technology [...] we do …