Banking 4.0: Artificial Intelligence (AI) in Banking Industry & Consumer’s Perspective

The simulation of human intelligence in machines, called Artificial intelligence, has risen, and plays an important role the new banking era. present study aims to discuss consumer’s perspective on artificial intelligence’s adoption Asian countries. questionnaire was developed distributed collect data from five countries (Pakistan, China, Iran, Saudi Arabia, Thailand). total useable responses were 799. results showed that factors (awareness, attitude, subjective norms, perceived usefulness, knowledge technology) had a significant positive relationship with intention adopt AI sector. However, risk shows negative but intentions AI. Overall, findings this will be worthy insight for making strategic decision-making industry. This enable management build strategy increase trust consumers, which help them overcome risks give confidence using digital technology while transactions. sector also focuses innovative technologies improve customer services as well overall growth by generating more revenue.