What is it about?
The financial sector is undergoing a significant path transformation due to the convergence of technological advancements and the ever-increasing importance of financial services. This trend has led to the adoption of disruptive technologies, such as Artificial Intelligence (AI), to enhance service delivery and address critical needs.
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Why is it important?
Despite the potential benefits, research on the acceptance of AI within the financial sector remains limited. This study proposes an innovative and comprehensive theoretical model that combines UTAUT2 with an extension of the TAM model, with an intention to recommend the technology construct and two understudied moderators in literature, namely awareness and familiarity, offering valuable insights into factors influencing the adoption and the intention to recommend the technology.
Perspectives
This research contributes to the yet understudied body of knowledge on AI adoption in the financial sector. The findings provide valuable insights for financial institutions seeking to effectively implement AI solutions and enhance user acceptance within the sector.
Goncalo Baptista
Universidade Nova de Lisboa
Read the Original
This page is a summary of: Artificial intelligence: understanding the determinants of adoption and intention to recommend the technology in the financial sector in Portugal, International Journal of Bank Marketing, September 2025, Emerald,
DOI: 10.1108/ijbm-06-2024-0372.
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