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- Trust the machine : drivers of AI adoption in German sales departments : a quantitative mediation analysis based on the technology acceptance modelPublication . Altay, Tolga; Mendonça, CristinaThis thesis examines psychological factors that shape adoption of artificial intelligence (AI) tools in professional sales. Although AI’s productivity potential is clear, implementation often stalls for human reasons. Focusing on Germany, the study tests an extended Technology Acceptance Model that integrates Openness to Experience and trust in AI to explain sales professionals’ intention to use AI-driven lead-nurturing tools. A quantitative survey of 266 salespeople measured behavioral intention, perceived usefulness, perceived ease of use, trust in AI and Openness to Experience. Respondents came from varied B2B industries and ages. Hypotheses were evaluated using regression and mediation. Results show that trust in AI is a powerful predictor of behavioral intention. Perceived usefulness and perceived ease of use also exhibit positive effects on adoption intentions. A central result is the mediating role of trust in AI: it not only directly increases behavioral intention, but also explains how Openness to Experience translates into willingness to adopt AI. Trust in AI further shapes users’ perceptions of usefulness and ease of use, reinforcing the core Technology Acceptance Model pathway. The study concludes that psychological factors, especially trust in AI and Openness to Experience are fundamental for successful AI adoption. Practically, organizations should invest in building trust in AI and tailor implementation strategies to employee needs, particularly among seasoned professionals.