Abstract: Artificial intelligence (AI) is increasingly integrated into smartwatches to enhance functionality, user experience, personalization, and health monitoring capabilities. Despite the rapid expansion of the global smartwatch market, empirical research on their long-term use remains limited, especially in developing countries. This study extends the Technology Continuance Theory (TCT) by incorporating AIspecific constructs to examine the antecedents of continuance usage intention of AI-powered smartwatches among Generation Z users in the Philippines. Data were collected from 410 users and analyzed using partial least squares structural equation modeling (PLS-SEM). The results revealed that trust in AI is the strongest predictor of continuance usage intention, followed by satisfaction and cognitive load reduction. In contrast, attitude and perceived usefulness were found to have no significant direct effects on continuance usage intention, suggesting that among Filipino Generation Z users, continued use is driven more by trust-related and cognitive factors than by traditional utilitarian evaluations. These findings offer valuable theoretical and managerial implications for the sustainable growth of the AI-powered smartwatch industry.