AI and metaverse adoption in FinTech: The role of trust and knowledge management

The digital landscape is evolving as the metaverse and artificial intelligence are integrated, particularly enhancing user experiences in knowledge-driven industries. This study explores how user behavioural intentions to adopt these innovations are shaped by the benefits of artificial intelligence and the metaverse, service personalisation, and trust in technology. The proposed model was evaluated using structural equation modelling and artificial neural network techniques with data collected from 395 respondents through an online survey. The findings indicate that intention is strongly influenced by the benefits of the metaverse and the personalisation of services, with artificial neural network results highlighting the benefits of the metaverse as the primary driver. In addition, the study highlights the crucial role of trust in achieving user goals. This research provides valuable theoretical insights and practical recommendations for businesses utilising artificial intelligence and metaverse technologies to enhance user engagement and personalise services. In addition, it explores potential directions for future research.