Rapid technological advancement has significantly changed the way financial institutions operate and has caused continuing disruption. Artificial Intelligence (AI) provides an opportunity for financial sectors to transform their business processes and to offer innovative services to their customers. This paper aims to study the adoption of AI for financial investment service in Thailand. Data of 400 samples were collected and analysed using multiple linear regression. According to the analysis, factors influencing the use of AI for financial investment service are trust, perceived usefulness, knowledge of using application, and social norm (with p <; 0.01).
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Wasinee Noonpakdee (2020) studied this question.
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