Publication

Abstract : As digital tools become integral to parenting, understanding the psychological and practical factors influencing app adoption is crucial. Parenting apps are leaning progressively more towards integrating AI for personalization and societal benefits, which is an emerging area of study in the Indian context. While research points towards parental attitudes being significantly affected by AI mediated technologies, AI research culture is poised to draw on the experience and theory related to parenting. Drawing from Human-AI interaction theories, this study explores the hedonic and utilitarian motivations driving the use of AI-powered parenting apps among young Indian parents. The study uses a quantitative approach, to assess the extent to which young parents are motivated to use the AI-driven apps within the different levels of family support scenarios. Cluster analysis revealed the presence of four clusters based on their levels of hedonic or utilitarian motivations. Findings suggest that young Indian parents who use AI powered parenting apps are mostly Beta users – moderately engaging with selective feature usage - with both hedonic and utilitarian motivations playing crucial roles. Family support is found to improve hedonic and utilitarian motivations to use AI driven parenting apps. This study provides initial insights into the complex interplay between pleasure and practicality in technology adoption, setting the stage for larger-scale research on the impact of AI in parenting practices in India.