Abstract

This study investigates the impact of artificial intelligence (AI)-based e-business platforms on the adoption of personalized wellness services through a literature review. While prior studies have largely focused on evaluating the effectiveness of individual applications, this research examines the interplay of technological attributes, psychological factors, and human–AI interaction at the platform level. The findings reveal three key insights. First, personalization, trust, and interaction quality emerge as critical determinants of users’ intention to adopt wellness services. Second, perceived usefulness and engagement serve as mediating variables that link technological attributes to adoption intention and promote continuous use. Third, hybrid models that combine human coaching with AI demonstrate stronger potential to enhance user engagement and sustain long-term behavioral outcomes compared to AI-only services. These results contribute theoretically by extending the understanding of wellness service adoption mechanisms and offer practical implications for businesses developing AI-based platforms. Specifically, firms should focus on refining personalization algorithms, building trust through transparency and data protection, enhancing user engagement strategies, and designing hybrid service models that integrate human empathy with AI precision. Future research should validate these relationships empirically across diverse cultural and demographic contexts and different market environments to strengthen the generalizability of the findings.