Article
ADOPTION OF AI-BASED FINANCIAL SERVICES: FACTORS INFLUENCING CONSUMER ACCEPTANCE
The rapid advancement of Artificial Intelligence (AI) has significantly transformed the financial services industry, creating innovative solutions that improve efficiency, accessibility, and customer experience. Financial institutions increasingly utilize AI technologies to automate processes, enhance decision-making, strengthen risk management, and provide personalized financial services. Applications such as AIpowered chatbots, virtual financial assistants, robo-advisors, fraud detection systems, credit scoring models, and predictive analytics have become integral components of modern banking and financial ecosystems. These innovations have contributed to the digital transformation of financial services and reshaped consumer interactions with financial institutions. As AI adoption continues to expand, understanding the factors that influence consumer acceptance has become essential for financial service providers and policymakers. This study examines the adoption of AI-based financial services and investigates the factors influencing consumer acceptance of intelligent financial technologies. The research explores how perceived usefulness, ease of use, trust, security, privacy concerns, social influence, and customer experience affect consumers' willingness to adopt AI-driven financial solutions. Particular attention is given to understanding behavioral intentions and the role of technological perceptions in shaping consumer attitudes toward AI-enabled financial services. The study also evaluates the benefits and challenges associated with AI implementation in banking and financial management. The findings indicate that perceived usefulness and convenience are among the strongest determinants of consumer acceptance. Consumers are more likely to adopt AI-based financial services when they perceive significant improvements in efficiency, accessibility, and service quality. Trust and perceived security also play crucial roles in influencing adoption decisions, particularly in financial environments where sensitive personal and financial information is involved. Furthermore, positive customer experiences and effective digital literacy contribute significantly to user confidence and technology acceptance. However, concerns related to data privacy, cybersecurity threats, algorithmic transparency, and perceived risk continue to influence consumer attitudes toward AI-based financial services. Addressing these concerns requires effective governance frameworks, transparent communication, and robust security measures. The study concludes that consumer acceptance is critical for the successful implementation of AI technologies within financial services. Future developments involving explainable AI, personalized financial ecosystems, intelligent automation, and financial inclusion initiatives are expected to further accelerate adoption. The findings provide valuable insights for managers, financial institutions, technology developers, and policymakers seeking to enhance customer acceptance and maximize the benefits of AIdriven financial innovation
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