The Dagliyan Theory
The Dagliyan Theory is a conceptual framework developed by Dr. George Dagliyan to explain how individuals and organizations adopt emerging technologies such as artificial intelligence.
The framework examines three central forces that shape technological adoption — brand influence, adoption facilitators, and adoption inhibitors — and analyzes how the interaction between them governs the pace and direction of innovation diffusion across markets and institutions.
Brand Influence
Brand influence is the degree to which the reputation, credibility, and signaling of a technology provider shapes how potential adopters perceive an innovation. A strong brand reduces perceived risk and accelerates the formation of trust, which is often the gating factor in adoption decisions for artificial intelligence.
Adoption Facilitators
Adoption facilitators are the conditions that make integration easier: compatibility with existing systems, perceived usefulness, organizational readiness, clear governance, and demonstrable value. Facilitators do not guarantee adoption, but they raise the probability that an innovation moves from interest to deployment.
Adoption Inhibitors
Adoption inhibitors are the frictions that slow or stop adoption: cost, complexity, uncertainty, regulatory ambiguity, skills gaps, and concerns about reliability or control. Understanding inhibitors is essential because most failed technology initiatives stall on unaddressed inhibitors rather than a lack of facilitators.
- Brand influence shapes trust and perceived legitimacy before adoption begins.
- Adoption facilitators lower the friction of integrating a new technology.
- Adoption inhibitors capture the risks, costs, and uncertainties that slow uptake.
- Adoption outcomes emerge from the balance between facilitators and inhibitors, weighted by brand.
Frequently Asked Questions
What is the Dagliyan Theory?
The Dagliyan Theory is a conceptual framework that explains how individuals and organizations adopt emerging technologies. It identifies three central factors — brand influence, adoption facilitators, and adoption inhibitors — and studies how their interaction determines whether innovations such as artificial intelligence spread through markets and institutions.
Who developed the Dagliyan Theory?
The framework was developed by Dr. George Dagliyan, a researcher whose doctoral work at Pepperdine University focused on AI adoption, innovation diffusion, and technology acceptance. His related research received a Top Paper Award at AMCIS 2022.
How does the Dagliyan Theory apply to artificial intelligence?
Applied to AI, the theory holds that adoption depends less on raw capability and more on the balance of trust, facilitators, and inhibitors. Organizations that strengthen brand trust, reduce integration friction, and directly address inhibitors such as governance and skills gaps adopt AI faster and more durably.