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

Purpose The automation of services is rapidly growing, led by sectors such as banking and financial investment. The growing number of investments managed by artificial intelligence (AI) suggests that this technology-based service will become increasingly popular. This study examines how customers' technology readiness and service awareness affect their intention to use analytical AI investment services. Design/methodology/approach The automation of services is rapidly growing, led by sectors such as banking and financial investment. The growing number of investments managed by AI suggests that this technology-based service will become increasingly popular. This study examines how customers' technology readiness and service awareness affect their intention to use analytical AI investment services. Findings 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. Originality/value This is the first study to analyze the role of customers' technology readiness in the adoption of analytical AI. The authors link the findings to previous technology adoption and automated services' literature and provide specific managerial implications and avenues for further research.

Automated summary

The use of analytical AI in investment services is on the rise, with customers' technological optimism and service awareness playing key roles in their intention to use robo-advisors. Surprisingly, experiencing technological discomfort actually increases the adoption of robo-advisors. This challenges traditional views on technology adoption and value co-creation, as analytical AI shifts customers into a more passive role.