Published Paper Details:

Artificial Intelligence (AI) is revolutionizing the financial services industry by enhancing customer experience, improving operational efficiency, and enabling personalized financial solutions. Despite the growing adoption of AI-powered financial services, consumer acceptance remains influenced by various technological and behavioural factors. This study investigates the factors influencing the adoption of AI-based financial services among Indian consumers. The research examines the impact of trust, perceived usefulness, perceived ease of use, security, privacy concerns, financial literacy, and social influence on consumers' adoption intention. A quantitative research design was employed, and primary data were collected from 400 respondents using a structured questionnaire based on a five-point Likert scale. The collected data were analysed using descriptive statistics, multiple regression analysis, and one-way ANOVA through SPSS. The findings revealed that trust emerged as the most influential predictor of adoption intention, followed by perceived usefulness, security, financial literacy, perceived ease of use, and social influence. Privacy concerns were found to negatively affect consumers' willingness to adopt AI-based financial services. Furthermore, significant differences in adoption intention were observed across age groups. The study contributes to the growing literature on AI adoption in financial services and provides valuable insights for financial institutions, fintech firms, and policymakers seeking to enhance consumer acceptance of AI-enabled financial technologies.