This study examines the issues driving the non-adoption of AI-based hearing aids. The gap is critical since, despite increasingly improving technology, particularly with the integration of artificial intelligence (AI), the persistent non-adoption raises questions about the technology’s appeal and usefulness. The study uses a qualitative research methodology, collecting data from the study participants through written responses to interview questions. The data was collected from 56 people with hearing impairment and analysed using the grounded theory methodology to identify the barriers. The selective codes, representing the five themes (barriers) that broadly constitute resistance, are (i) technological performance barriers, (ii) financial and functional barriers, (iii) privacy and data security apprehensions, (iv) control and autonomy concerns, and (v) social and health concerns.