FROM CURIOSITY TO COMMITMENT: HOW EXPLORATION, AI TRUST, AND INTENTION TO USE AI FUEL EMPLOYEE’S AI ADOPTION

Abstract

This research examines direct effects of three psychological behavioural factors; exploration behaviour, intention to use artificial intelligence (AI) and trust in AI, on employee adoption of AI tools. Although these variables have been previously studied as moderators or consequences of AI adoption, their direct impact on actual adoption is under-explored in emerging markets. An exploratory survey was conducted with 410 full time employees in multiple industries in Pakistan with hands on experience of using AI. Exploration, intention to use AI, AI trust and AI adoption were measured using validated Likert scales. The direct hypotheses were tested using structural equation modelling (SEM). Exploration significantly and positively influenced intention to use AI (β = 0.422, p < 0.001) and AI trust (β = 0.357, p < 0.001). Both intention to use AI (β = 0.463, p < 0.001) and AI trust (β = 0.389, p < 0.001) strongly predicted AI adoption. Exploration positively influenced AI adoption directly (β = 0.244, p < 0.001). The best predictor of AI adoption was intention to use AI, followed by AI trust.To increase intention to use AI, organisations should foster experimentation, ensure that AI is transparent and trustworthy, and communicate the benefits of using AI to individuals and groups. The creation of a safe space for exploration and programs that build trust are important strategies to enhance adoption. This research represents the novel study to simultaneously test the direct effects of exploration, intention to use AI and AI trust on AI adoption all in one model, and the first in the context of Pakistani organisations.