Authors - Bryly Brord Mirah, Anderes Gui Abstract - The rapid integration of Artificial Intelligence (AI) in the financial sector has fundamentally transformed service delivery through the emergence of Digital Human Advisors. This research examines the factors influencing the intention to adopt these AI-driven services in Indonesia by synthesizing the Technology Acceptance Model (TAM) with Perceived Trust and Multidimensional Perceived Value, including functional, emotional, and conditional dimensions. Employing a quantitative methodology with purposive sampling, data were gathered from a predominantly Generation Z population. The analysis, conducted through Partial Least Squares Structural Equation Modeling (PLS-SEM), reveals that Perceived Ease of Use serves as the primary cornerstone in shaping Perceived Usefulness, indicating that the simplicity of the interface is a critical pre-requisite for users to recognize the technology's benefits. Furthermore, Intention to Use is significantly driven by Perceived Trust, Functional Value, and Perceived Usefulness. Conversely, the insignificance of emotional and conditional values suggests a highly pragmatic mindset among users in high-stakes financial environments. These findings imply that financial institutions should prioritize a "utility-first" strategy, focusing on systemic integrity and seamless navigation to foster long-term adoption.
Open Zoom