Employees’ behavioral intention to use AI and organizational efficiency in an emerging economy: the serial mediating roles of technology readiness and digital culture

The study leveraged the Technology-Organization-Environment theory to examine the serial mediation roles of technology readiness and digital culture of how employees’ behavioral intention to use AI influences organizational efficiency in an emerging economy. Data obtained from 347 employees in the Ghanaian financial services sector were analyzed using both SPSS version 23 and partial least squares structural equation modeling in SmartPLS version 4.1.1.2. The study’s findings revealed that Employees’ behavioural intention to Use AI significantly influences organizational efficiency, digital culture, and technology readiness. Furthermore, the findings indicated that both digital culture and technology readiness have a significant influence on organizational efficiency. Additionally, the study identified a significant impact of technology readiness on digital culture. Furthermore, digital culture and technology readiness were found to be partial mediators in the relationship between employees’ behavioral intention to use AI and organizational efficiency. Finally, the study confirmed the serial mediation roles of digital culture and technology readiness in the relationship between employees’ behavioral intention to use AI and organizational efficiency. The study offers both theoretical enhancement and practical guidance for digital transformation efforts in resource-constrained environments. It underscores the necessity of employing sequenced technology alongside competence development and promotes a more context-sensitive and holistic strategy for managing AI-driven transformation in emerging economies.