Examining consumer intention to adopt AI-powered chatbots in the Saudi banking sector: the moderating role of knowledge in technology

Purpose The rapid expansion of Artificial Intelligence (AI) has reshaped industries globally, with AI chatbots becoming increasingly important in enhancing customer service in various sectors. This paper aims to examine the factors influencing consumer intention to utilise AI-powered chatbots in the Saudi banking sector. Design/methodology/approach A comprehensive model was formulated by integrating the Unified Theory of Acceptance and Use of Technology (UTAUT) with personal characteristics and AI-related variables, examining their direct effects on behavioural intention alongside the moderating role of knowledge in technology. A questionnaire was distributed among Saudi citizens and 414 complete replies were received. A covariance-based structural equation modelling (CB-SEM) was employed to evaluate the gathered information and examine the hypotheses. Findings The results confirm that performance expectancy, social influence and attitude positively impact the consumer behavioural intention to use AI chatbots in banking. Conversely, perceived risk negatively affects behavioural intention. Furthermore, perceived intelligence and the anthropomorphism of AI chatbots have a significant positive influence on behavioural intention. Knowledge in technology significantly moderates the effects of performance expectancy, effort expectancy and perceived risk on behavioural intention. Performance expectancy positively mediates the relationship between effort expectancy and behavioural intention, whereas perceived anthropomorphism significantly mediates the effect of perceived intelligence on behavioural intentions. Originality/value The results of this study provide crucial insights for banking industry practitioners and policymakers to effectively implement and utilise AI chatbots in alignment with Saudi Vision 2030, contributing to global trends in AI adoption.