EMPLOYEES’ OPINIONS ON THE USE OF ARTIFICIAL INTELLIGENCE (AI) TECHNOLOGY TO ASSIST AND SUPPORT DECISION-MAKING IN WORK PROCESS

Abstract

This research aimed to study the opinions of employees in the finance and insurance business on the use of artificial intelligence (AI) technology to support decision-making in the work process. The research analyzed the factors of organizational culture, attitudes, beliefs, and trust that affected the acceptance and intention to use AI using the TAM, UTAUT, TPB, and DOI conceptual frameworks. The independent variables were perceived ease of use (PEOU), social influence (SI), facilitating factors for use (FC), perceived behavioral control (PBC), relative advantage (RA), and trialability (TR). Attitude toward use (ATU) was an intervening variable, and intention to use (BI) was a dependent variable. The sample consisted of 400 employees in the finance and insurance business. Data were collected via an online questionnaire and analyzed using descriptive statistics and multiple regression. The results showed that PEOU, SI, FC, PBC, RA, and TR significantly affected ATU, with RA having the highest influence and ATU significantly affecting BI. The results reflect the importance of creating positive attitudes and an environment conducive to sustainable AI adoption in Thai organizations.