Determinants of Customer Adoption of Generative AI-Enabled Banking Services in India: An Empirical Study

This research explores the factors influencing customers' decision to embrace GenAI-powered banking products in India. Taken together, perceived usefulness, ease of use, security and privacy and perceived risk accounted for nearly one-third of the variance in adoption intention, with perceived usefulness being the primary individual predictor for the overall sample. These did not go through trust, and digital literacy significantly moderated all four relations. Prior use of AI-features and intention were largely independent of each other and gender. It is important to note that the data are numerous and repeated responses, and are obtained from a student sample, so should be viewed as tentative evidence, subject to further investigation with a larger, verified and more diverse sample.

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