The Technology Acceptance Model, or TAM, is basically a way to figure out why people decide to use (or not use) new technology at work. It was created back in 1989 by Davis, and it boils down to two big questions: “Will this help me do my job better?” (that’s perceived usefulness) and “Is this going to be easy to use?” (that’s perceived ease of use). If people think the answer to both is yes, they’re much more likely to actually use the new system.
TAM gives organizations (and in particular change managers or adoption consultants) a simple way to understand what’s going on in people’s heads when new technology rolls out, so they can predict, encourage, and support adoption. This makes it a super handy tool for any digital change or transformation project. Learn more about TAM on TheoryHub.

Why we need help – challenges of technology adoption in modern workplace

Adopting new technology in the workplace sounds exciting…. until it actually happens.
Suddenly, people are clinging to their old tools like life rafts, unsure why the change is happening or how it helps them. It’s not just about learning a new application; it’s about shifting habits, overcoming fears, and trusting that the change is worth it. Without clear communication, proper training, and a solid change management plan, even the best tools can flop. Add in tool overload, poor integration, and a lack of user input, and you’ve got a recipe for frustration.
We’ve known the truth for a long time – successful technology adoption isn’t just about the tech, it’s about the people.

Let’s briefly recap with some key factors that challenge technology adoption in the workplace:

Factor	Description	Example
Resistance to Change	People prefer familiar routines and may fear job loss or skill gaps.	A finance team resists switching from Excel to a cloud-based analytics tool because they’re comfortable with spreadsheets and fear the new system is too complex.
Lack of Clear Communication	Unclear or inconsistent messaging reduces understanding and buy-in.	Employees hear about a new CRM system from a colleague before any official announcement, leading to confusion and skepticism.
Inadequate Training	Without proper onboarding and support, users feel overwhelmed or frustrated.	A new project management tool is rolled out, but staff only receive a one-hour demo with no follow-up resources or support.
Poor Change Management	Lack of a structured approach and cultural alignment hinders adoption.	A company introduces a digital HR platform without involving HR staff in the planning, resulting in low usage and frustration.
Technology Overload	Too many tools or poor integration leads to fatigue and inefficiency	Teams are expected to use Slack, Teams, Zoom, and email simultaneously, causing confusion about where to communicate.
Misalignment with Needs	Tools that don’t solve real problems or involve users in selection go unused.	A sales team is given a generic reporting tool that doesn’t integrate with their CRM, so they continue using manual reports.
Security & Compliance Concerns	Data privacy and regulatory issues can slow or block adoption.	A healthcare provider delays adopting a new patient portal due to concerns about HIPAA compliance and data security.

Understanding the core TAM principles: Perceived Usefulness & Perceived Ease of Use

Perceived usefulness

This is how much someone thinks a new technology or tool will actually help them do their job better. If people can see that a new system will save them time, make their work easier, or help them get better results, they’re much more likely to give it a try and stick with it. On the other hand, if the benefits aren’t obvious or don’t feel relevant, it’s tough to get people on board. That’s why, when rolling out something new at work, it’s so important to clearly show how it will make a real difference in everyday tasks.

Perceived ease of use

This is all about how simple and straightforward people think a new tool or system will be. If something looks complicated or feels like it’s going to take a lot of effort to figure out, most people will avoid it or get frustrated quickly. On the flip side, if a new technology seems intuitive and easy to pick up, even for someone who isn’t super tech-savvy, people are much more likely to give it a go and actually use it in their daily work. That’s why making things user-friendly and offering clear, simple instructions can make a huge difference when rolling out anything new at work.

Why change and communication managers should care about TAM

If you’re a Change or Communication Manager, TAM isn’t just another acronym to toss around in meetings, it’s your secret weapon. Understanding the Technology Adoption Model helps you get inside the heads of your people: why they hesitate, what motivates them, and how to guide them from “Why are we doing this?” to “I can’t imagine working without it.” It gives you a framework to shape messaging, training, and engagement strategies that actually stick. Instead of pushing tech for tech’s sake, you’re aligning it with real human behaviour – and that’s where the magic happens.

TAM isn’t just theory – it shows up in real workplace scenarios all the time.
Say your company rolls out a new collaboration tool like Microsoft Teams. If employees believe it’s useful (perceived usefulness) and feel it’s easy to use (perceived ease of use), they’re way more likely to adopt it. But if they think it’s just another layer of complexity or don’t see how it improves their day-to-day, they’ll stick to old habits like email or shared drives.
Another example? A mobile expense app that’s super intuitive and saves people time – suddenly, even the most tech-averse team members are submitting receipts on the go. That’s TAM in action: when people see the value and feel confident using the tech, adoption follows naturally.

Some real world examples – strategies and pitfalls to avoid

TAM Principle	Engagement Strategy	Common Pitfall to Avoid
Perceived Usefulness	Show how the tech improves daily tasks and aligns with goals.	Focusing on features instead of real-world benefits.
Perceived Ease of Use	Provide intuitive guides, demos, and hands-on practice.	Overloading users with technical jargon or complex instructions.
User Confidence & Support	Offer peer champions, multiple training formats, and ongoing help.	Assuming one-size-fits-all training is enough.
Communication Strategy	Explain the “why,” use multiple channels, and celebrate early wins.	Announcing the change once and expecting everyone to be on board.
Feedback & Iteration	Collect feedback regularly and act on it visibly.	Ignoring user feedback or failing to communicate changes based on it.

Why do I think we should review TAM to boost our work?

At the end of the day, technology adoption isn’t just about rolling out a shiny new tool, it’s about creating the conditions for people to want to use it. When Change and Communication Managers, or those working in technology implementation and transformation, understand the psychology behind adoption, like what TAM offers, they can shift from pushing change to pulling people into it. Engagement grows when people feel the tech is useful, easy, and supported by a thoughtful rollout. So the next time you’re planning a launch, remember: it’s not just about the tech, it’s about trust, clarity, and connection.

If you’re leading change, don’t just focus on launching the tech, focus on launching engagement. Take time to understand what your people need to feel confident, supported, and excited about the shift. Use models like TAM to guide your strategy, and involve your teams early and often. Because when people believe in the change, they don’t just adopt it – they champion it.