Adoption of Artificial Intelligence in Banking and Financial Services: An Empirical Study of Customer and Organizational Perspectives

सार

Artificial intelligence (AI) has moved from experimental pilots to production systems across retail and commercial banking, yet empirical evidence on how adoption is perceived simultaneously by the customers who consume AI-mediated services and by the organizations that deploy them remains fragmented. This study investigates the adoption of AI in banking and financial services from both perspectives through a cross-sectional survey of 1,248 respondents, comprising 762 bank customers and 486 banking and financial-services professionals, drawn from public, private, foreign and small-finance institutions in India. Grounded in an integrated technology-acceptance and organizational-readiness framework, the study tests nine hypotheses using reliability analysis, independent-samples t-tests, one-way analysis of variance, chi-square tests and moderated ordinary least-squares regression. Results show that adoption intention is moderately positive (mean 3.56 on a five-point scale) and is driven most strongly by perceived usefulness (β = 0.295), trust (β = 0.272) and perceived ease of use (β = 0.238), while residual risk perception suppresses intention (β = −0.179). Customer and organizational intentions are statistically indistinguishable, but their underlying drivers differ: professionals report significantly higher risk perception and organizational readiness than customers. Actual usage declines monotonically with age (F = 39.89, p < 0.001, η² = 0.114) yet is invariant to institution type. Methodologically, every construct clears conventional reliability and validity thresholds (α = 0.768–0.840; AVE = 0.555–0.663), and the moderated model explains 57.1 per cent of the variance in intention. The findings reconcile the customer–organization perspective gap and offer a prioritized roadmap for responsible, human-centred AI deployment in banking.

Keywords: Artificial intelligence; banking and financial services; technology adoption; customer perspective; organizational readiness; perceived risk; digital literacy.