Who uses general-purpose AI? A typology of ChatGPT early adopters

Journal article

The world continues to debate the benefits, possibilities, failures, and risks of general-purpose artificial intelligence (AI) tools such as ChatGPT. With new tools and features being released at a high frequency, early adopters are eager to utilize them in various ways. Yet the priorities of these early adopters vary widely depending on their specific needs, capabilities, motivations, and usage patterns. In this study, we therefore explore how and why early adopters choose to use general-purpose AI tools. To do so, we draw on data from an online survey conducted among early ChatGPT users (n = 344) in April 2023, shortly after its public release. Based on this data, we identify six main dimensions determining the adoption of general-purpose AI tools: Utilitarian Value, Trust in AI, Convenience Value, Specific Job Utility, Perceived Social Presence, and Privacy Concerns. We then extend theories of innovation diffusion and technology adoption by empirically characterizing four early adopter archetypes: AI Enthusiasts, Naïve Pragmatists, Cautious Adopters, and Reserved Explorers. Distinguishing these archetypes helps devise interventions for effective AI adoption from a dual-use (i.e., functional-emotional vs. social-relational) and risk-reward trade-off (e.g., utility vs. privacy) perspective. In light of these insights, we offer practical implications for the market design and commercialization of general-purpose AI tools tailored to the priorities of each adopter archetype.

Authors: Gerling, C; Teubner, T; Braesemann, F

• Publication status: Published
• Peer review status: Peer reviewed
• Publisher: Springer
• Journal: Electronic Markets: The International Journal on Networked Business
• Volume: 36
• Issue: 1
• Article number: 15
• Publication date: 2026-01-28
• Acceptance date: 2025-11-03
• DOI: 10.1007/s12525-025-00853-0
• EISSN: 1422-8890
• ISSN: 1019-6781
• Language: English
• Keywords: L86; Early adopters; Archetypes; Typology; ChatGPT; Technology adoption; Generative AI; O33