Artificial intelligence adoption in the service industry: investigating the role of perceived usefulness and ease of use

Purpose To investigate the complexities and benefits of artificial intelligence (AI) to ensure its proper adoption in the service industry, especially among front-line employees. The study explores public sector employees' perceptions of the usefulness and ease of using AI-based devices in everyday tasks. Design/methodology/approach This cross-sectional study surveyed 700 public sector employees in the United Arab Emirates (UAE) and employed structural equation modeling to test the proposed hypotheses. It used the value-based adoption and technology acceptance models as a framework to help public service organizations facilitate AI adoption by front-line employees. The research explored employees’ concerns about performance, privacy, trust, biases and communication barriers while assessing the impact of ease of use, perceived usefulness, and leadership support on promoting effective AI integration. Findings There were positive, significant associations between perceived usefulness, ease of use, and adoption of AI in the public sector. However, perceived performance anxiety, privacy concerns and leadership support were insignificant. Prior experience with AI and age were important predictors of AI adoption. Intuitive communication is instrumental in adopting AI, with trust and social acceptance being important. Originality/value The research provides empirical evidence to help decision-makers develop ethical AI adoption strategies. The study will also contribute to the global discourse on the effective and responsible use of AI.