Intention to use analytical artificial intelligence (AI) in services – the effect of technology readiness and awareness

What is it about?

This is the first study to analyze the role of customers’ technology readiness in the adoption of analytical-AI. The results indicated that customers’ technological optimism increases, and insecurity decreases, their intention to use robo-advisors. Surprisingly, feelings of technological discomfort positively influenced robo-advisor adoption. This interesting finding challenges previous insights into technology adoption and value co-creation, as analytical-AI puts customers into a very passive role and reduces barriers to technology adoption. The research also analyzes how consumers become aware of robo-advisors, and how this influences their acceptance.

Featured Image