Purpose The purpose of this paper is to present the conceptual model of an innovative methodology (SAT) to assess the social acceptance of technology, especially focusing on artificial intelligence (AI)-based technology. -/- Design/methodology/approach After a review of the literature, this paper presents the main lines by which SAT stands out from current methods, namely, a four-bubble approach and a mix of qualitative and quantitative techniques that offer assessments that look at technology as a socio-technical system. Each bubble determines the social (...) variability of a cluster of values: User-Experience Acceptance, Social Disruptiveness, Value Impact and Trust. -/- Findings The methodology is still in development, requiring further developments, specifications and validation. Accordingly, the findings of this paper refer to the realm of the research discussion, that is, highlighting the importance of preventively assessing and forecasting the acceptance of technology and building the best design strategies to boost sustainable and ethical technology adoption. -/- Social implications Once SAT method will be validated, it could constitute a useful tool, with societal implications, for helping users, markets and institutions to appraise and determine the co-implications of technology and socio-cultural contexts. -/- Originality/value New AI applications flood today’s users and markets, often without a clear understanding of risks and impacts. In the European context, regulations (EU AI Act) and rules (EU Ethics Guidelines for Trustworthy) try to fill this normative gap. The SAT method seeks to integrate the risk-based assessment of AI with an assessment of the perceptive-psychological and socio-behavioural aspects of its social acceptability. (shrink)