Exploring the prospective influence of artificial intelligence on the health sector in Bangladesh: a study on awareness, perception and adoption

Purpose The study aims to assess the awareness, perception and adoption of artificial intelligence (AI) in Bangladesh’s healthcare sector. Design/methodology/approach This study utilizes a quantitative methodology. A survey with structured questionnaire was conducted with a sample of 399 healthcare professionals and public members through stratified random sampling. Descriptive statistics summarized participant demographics, while inferential statistical techniques, including regression analysis, examined relationships between AI readiness and adoption. Findings Using a conceptual framework, the study explored factors influencing AI adoption in Bangladesh’s healthcare sector. The measurement model confirmed reliability and validity, with strong factor loadings and discriminant validity. Structural model analysis revealed that social media influence (SMI) and technological awareness (TA) significantly enhanced readiness for AI (RAI) (path coefficients: 0.354 and 0.162, respectively). Perceived risk (PR) had a weaker positive effect (0.123), while perceived susceptibility (PS) and personal innovativeness (PI) were insignificant. Mediation analysis showed that RAI significantly mediated the effects of TA and PR on the adaptation of AI (AAI). Research limitations/implications The study suggests policymakers develop robust regulatory frameworks to address privacy concerns, enhance trust in AI and implement educational initiatives to improve AI literacy among healthcare stakeholders in Bangladesh. Originality/value This study offers insights into AI adoption in Bangladesh’s healthcare sector. It addresses gaps in awareness and perceptions among professionals and the public, contributing to the limited research in this context.