PurposeConsumers interacting with smart wearable devices is on the rise in the current health-AI market, which offers a great opportunity for companies to execute interactive marketing. However, this opportunity is mainly reliant on consumers' use of smart wearable devices. This paper aims to develop a model considering health and privacy factors to elucidate consumers' use of smart wearable devices for unleashing their full potential in interactive marketing.Design/methodology/approachThe authors collected 250 samples via an online survey to validate the smart wearable devices usage model that elucidates factors that stimulate consumer usage, including privacy concerns, health consciousness and consumer innovativeness. The authors used structural equation modeling and multi-group analysis to test the hypotheses.FindingsPrivacy concerns of consumers have a negative effect on smart wearable devices usage, while health consciousness positively impacts consumers' usage of smart wearable devices. Consumer innovativeness indirectly affects smart wearable devices usage via effort expectancy. Experienced consumers are less sensitive to the performance expectancy but more affected by effort expectancy regarding smart wearable devices.Originality/valueThe present study contributes to the literature stream of health-AI usage by unraveling the impacts of privacy concerns and health consciousness and examining the moderating role of prior experience. The findings suggest marketers in the health-AI industry should endeavor to build transparent and sound privacy protection mechanisms and promote smart wearable devices by fostering health awareness of potential consumers.