An Empirical Study of Artificial Intelligence: AI-Driven Banking Services Personalised Experience

Abstract

The simulation of human intelligence in machines, called Artificial intelligence, has risen, and plays an important role in the new banking era. The present study aims to discuss the consumer’s perspective on artificial intelligence’s adoption in north India region. The questionnaire was developed and distributed to collect data. The total useable responses were 464 had a significant and positive relationship with the intention to adopt AI in the banking sector. The dependent variable of the model proposed is the intention to adopt AI-integrated tools and the predictors are eight independent variables including Innovativeness, optimism, discomfort, insecurity, customization, interactivity, perceived ease of use and perceived usefulness. The present study integrates technology readiness (TR) into the technology acceptance model