AI tools practically like tutors are widespread in online retailing and marketing industries. AI is mostly utilized to segment customers and give them personalized recommendations, thus enhancing the online shopping experience. Morocco, however, has not yet witnessed the same level of AI penetration in the e-commerce segment. The research is going to measure, through an innovative approach, the factors that encourage the use of AI tools in online shopping. Taking as reference the Technology Acceptance Model (TAM), the five constructs of the conceptual framework are: perceived usefulness, perceived ease of use, trust, attitude, and adoption intention. A pilot test (n = 57) was done to check the validity and reliability of the instrument proposed. Measurement validity was determined through the use of correlation analysis and exploratory factor analysis, with the reliability assessment being conducted using Cronbach’s alpha coefficients, indicating that all constructs had a high level of internal consistency (α > 0.76). The developed scale is thus considered to be psychometrically robust for assessing AI adoption in e-commerce and to offer strong grounds for confirmatory studies across the whole population.