This study investigates the importance of employee acceptance of artificial intelligence (AI)-enabled transformations within the commercial banking sector, recognising that technological adoption significantly enhances operational efficiency and innovation. The primary aim is to identify key factors influencing acceptance, notably perceived usefulness, perceived ease of use, and subjective norms, while utilising employee attitudes as a mediating factor. A quantitative approach was employed for data collection through a structured survey, which yielded 303 responses from employees across various banking institutions. The data analysis utilised structural equation modelling (SEM) to test several hypotheses regarding the relationships among the constructs. The hypotheses testing results indicate that perceived ease of use and subjective norms are significant predictors of attitude and acceptance, while perceived usefulness shows a mixed influence. The findings underscore the necessity for targeted training programs and user-friendly interfaces to enhance perceived usefulness and ease of use. Furthermore, fostering a supportive organisational culture that encourages collaboration and innovation is essential. Future research should focus on the long-term impacts of AI integration, exploring employee productivity and customer satisfaction over time. Additionally, examining the influence of organisational culture on technology acceptance and segmenting employee demographics could provide deeper insights into varying needs and preferences. The implications of this study are significant for banking institutions. They provide actionable strategies for increasing employee engagement and maximising AI adoption, ultimately leading to a more innovative and competitive banking environment. By prioritising employee acceptance, banks can ensure the successful implementation and sustainability of AI technologies.
Abd Rahman, N. A. S., Ju, S. Y., Razali, J. R., Ridzuan, M. R., & Kong, L. K. (2024). THE INFLUENCE OF ATTITUDE, SUBJECTIVE NORMS, AND PERCEIVED BEHAVIORAL CONTROL ON VACCINATION INTENTION AMONG TEACHERS: THE MODERATING ROLE OF PERCEIVED POLICY EFFECTIVENESS. Journal of Nusantara Studies (JONUS), 9(1), 224-244.
Abdulsalam, T. A., & Tajudeen, R. B. (2024). Artificial Intelligence (AI) in the Banking Industry: A Review of Service Areas and Customer Service Journeys in Emerging Economies. Business & Management Compass, 68(3), 19-43.
Adhaen, M., Chen, W., Wadi, R. A., & Aldhaen, E. (2024). Exploring Artificial Intelligence Adoption in the Banking Sector: Multiple Case Studies. In Harnessing AI, Machine Learning, and IoT for Intelligent Business: Volume 2 (pp. 301-314). Cham: Springer Nature Switzerland.
Anggraeni, A. F., Suripto, S., Priatna, D. K., Roswinna, W., & Jusdijachlan, R. (2024). The Influence of Perceived Ease of Use and Perceived Usefulness on User Behavioural Intention to Use the Academic Information System with Attitude Toward Using as an Intervening Variable (A Study on Students of the Indonesian Institute of Arts and Culture, Bandung). Proceedings SCBTII, 133-144.
Barry, M., Haque, A. A., & Jan, M. T. (2024). Factors affecting the intention to use mobile commerce in Malaysia: An integration of TAM and IS success model. International Journal of Academic Research in Business and Social Sciences, 14(3), 726-753.
Bhatnagr, P., Rajesh, A., & Misra, R. (2024). Continuous intention usage of artificial intelligence-enabled digital banks: a review of expectation confirmation model. Journal of Enterprise Information Management, 37(6), 1763-1787.
Bustaman, M. K., Aprianingsih, A., Hidayat, M., & Dasuki, R. E. (2023). The Impact of Trust, Perceived Usefulness, Perceived Ease of Use, and Customer Intentions on Customer Attitudes Toward the Use of Technology. Almana: Jurnal Manajemen dan Bisnis, 7(2), 230-241.
Chille, F., & Mollel, A. (2024). Factors Influencing the Adoption of Mobile Marketing on Mobile Service Providers in Tanzania: The Effect of Attitude and Subjective Norms. African Journal of Accounting and Social Sciences, 6(1).
Chong, Y. L., Lui, T. K., & Go, Y. H. (2024). Exploring the mediating effect of perceived ease of use and perceived usefulness on actual adoption of mobile wallets in Malaysia. Malaysian Journal of Business and Economics (MJBE), 11(1), 73-89.
Cohen, J. (1992). A power primer. Psychological Bulletin, 112, 155–159. doi:10.1037/0033-2909.112.1.155
Davis, F. D. (1989). "Perceived usefulness, perceived ease of use, and user acceptance of information technology." MIS Quarterly, 13(3), 319-340.
Dewasiri, N. J., Karunarathne, K. S. S. N., Menon, S., Jayarathne, P. G. S. A., & Rathnasiri, M. S. H. (2023). Fusion of artificial intelligence and blockchain in the banking industry: Current application, adoption, and future challenges. In Transformation for sustainable business and management practices: Exploring the spectrum of industry 5.0 (pp. 293-307). Emerald Publishing Limited.
Gardner, C., & Amoroso, D. L. (2004, January). Development of an instrument to measure the acceptance of internet technology by consumers. In 37th Annual Hawaii International Conference on System Sciences, 2004. Proceedings of The (pp. 10-pp). IEEE.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Thousand Oaks, CA: SAGE.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3 ed.). Thousand Oaks, CA: Sage.
Hair, J.F., L.D.S. Gabriel, M., da Silva, D. and Braga Junior, S. (2019). Development and validation of attitudes measurement scales: fundamental and practical aspects, RAUSP Management Journal, 54 (4), 490-507. https://doi.org/10.1108/RAUSP-05-2019-0098
Hair, J.F., M. Sarstedt, C.M. Ringle, and S.P. Gudergan. (2018). Advanced issues in partial least squares structural equation modeling. Thousand Oakes, CA: Sage Publications.
Harris, S. H., Zaid, N. U. B. M., & Philip, A. B. (2024). Understanding BIM Adoption: A study of Usefulness, Ease of Use, and Attitude Among Malaysian Polytechnic Students. Journal on Technical and Vocational Education, 9(2), 211-223.
Haslinda, T., Kumalasari, F., & Astaginy, N. (2024). THE INFLUENCE OF ATTITUDES AND SUBJECTIVE NORMS ON INTEREST IN INVESTING IN MUTUAL FUNDS. JOURNAL OF CONTEMPORARY MANAGEMENT STUDIES, 1(1), 1-16.
Henseler, J., Ringle, C. M., and Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling, Journal of the Academy of Marketing Science, 43(1): 115-135.
Holden, R. J., & Karsh, B. T. (2010). The Technology Acceptance Model: Its past and its future in health care. Journal of Biomedical Informatics, 43(1), 159–172. https://doi.org/10.1016/j.jbi.2009.07.002
Intaratat, K., Osman, Z., Nguyen, H. A. T., Suhandoko, A. D. J., & Sultana, N. (2024). Peer and tutor interaction effects on collaborative learning: The role of learning self-efficacy. Edelweiss Applied Science and Technology, 8(4), 2108-2121.
Istiqomah, P., & Alfansi, L. (2024). Navigating Style: Exploring the Influence of Perceived Benefit and Perceived Ease of Use on Attitude Towards Use in AI-Enhanced Fashion E-Commerce. Journal of Entrepreneurship and Business, 5(1), 1-14.
Jisham, M., Selvaraj, V., & John, A. (2024). Decoding the Factors of Artificial Intelligence Mobile Banking Continuance Usage: The Nexus Between AI Characters and Usage Experience. International Journal of Human–Computer Interaction, 1-14.
Jundiy, A. A., & Ridanasti, E. (2024). UNDERSTANDING THE INFLUENCE OF PERCEIVED USEFULNESS, PERCEIVED EASE OF USE, AND PERCEIVED ENJOYMENT ON ATTITUDE AND BUYING INTENTION USING BUY NOW PAY LATER SERVICE. Journal of Economic, Business and Accounting (COSTING), 7(6), 887-904.
Kaur, R., Dharmadhikari, S. P., & Khurjekar, S. (2024). Assessing the customer adoption and perceptions for AI-driven sustainable initiatives in the Indian banking sector. Environment and Social Psychology, 9(5).
Kebah, M., Raju, V., & Osman, Z. (2019). Growth of online purchase in Saudi Arabia retail industry. International Journal of Recent Technology and Engineering, 8(3), 869-872.. ISSN: 2277-3878
Kebah, M., Raju, V., & Osman, Z. (2019). Online purchasing trend in the retail industry in Saudi. International Journal of Recent Technology and Engineering (IJRTE), 8(3), 865-868. ISSN: 2277-3878
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration, 11(4), 1-10.
Kock, N., & Lynn, G.S. (2012). Lateral collinearity and misleading results in variance-based SEM: An illustration and recommendations. Journal of the Association for Information Systems, 13(7), 546-580.
Lean, Y. T., Low, L. S., & Cheam, R. J. X. (2024). Attitude, subjective norm, and perceived behavioral control as predictors of the intention of mental health seeking among undergraduate students (Doctoral dissertation, UTAR).
Li, X. T., Rahman, A., Connie, G., & Osman, Z. (2020). Examining customers' perception of electronic shopping mall's e-service quality. International Journal of Services, Economics and Management, 11(4), 329-346.
Liengaard, B. D., Sharma, P. N., Hult, G. T. M., Jensen, M. B., Sarstedt, M., Hair, J. F., & Ringle, C. M. (2021). Prediction: Coveted, Yet Forsaken? Introducing a Cross-validated Predictive Ability Test in Partial Least Squares Path Modeling. Decision Sciences, 52(2), 362-392.
Liesa-Orús, M., Latorre-Cosculluela, C., Sierra-Sánchez, V., & Vázquez-Toledo, S. (2023). Links between ease of use, perceived usefulness and attitudes towards technology in older people in university: A structural equation modelling approach. Education and Information Technologies, 28(3), 2419-2436.
Luo, J., Ahmad, S. F., Alyaemeni, A., Ou, Y., Irshad, M., Alyafi-Alzahri, R., ... & Unnisa, S. T. (2024). Role of perceived ease of use, usefulness, and financial strength on the adoption of health information systems: the moderating role of hospital size. Humanities and Social Sciences Communications, 11(1), 1-12.
Maria, V., & Sugiyanto, L. B. (2023). Perceived usefulness, perceived ease of use, perceived enjoyment on behavioral intention to use through trust. Indonesian Journal of Multidisciplinary Science, 3(1), 1-7.
Mohamad, L., & Osman, Z. (2025). INTENTION TO ADOPT INNOVATION CULTURE AMONG EMPLOYEES IN ONLINE DISTANCE LEARNING HIGHER EDUCATION INSTITUTIONS. Turkish Online Journal of Distance Education, 26(1), 122-133. ISSN: 1302-6488
Nguyen, T. H., & Le, X. C. (2025). Artificial intelligence-based chatbots–a motivation underlying sustainable development in banking: the standpoint of customer experience and behavioral outcomes. Cogent Business & Management, 12(1), 2443570.
Nguyen, H.A.T., Osman, Z., Serrano, J., Suhandoko, A.D.J. & Intaratat, K. (2025) Determinants of environmental awareness toward the green living behaviour of students: the role of family, university and social environmental factors in Hanoi, Vietnam. Environmental & Socio-economic Studies, 2025, Sciendo, vol. 13 no. 1, pp. 1-14. https://doi.org/10.2478/environ-2025-0001
Nor, S. M. M., Abdullah, H., Zaremohzzabieh, Z., Jaafar, W. W., & Osman, S. (2023). The Influence of Healthy Lifestyle Attitude, Subjective Norm, and Perceived Behavioural Control on Healthy Lifestyle Behaviour among Married Individuals in Malaysia: Exploring the Mediating Role of Healthy Lifestyle Intention. International Journal of Academic Research in Business and Social Sciences, 13(17).
Nugraha, R., Muhaimin, A. W., Maulidah, S., Putri, R. W., & Maulidah, D. L. (2024, April). Fostering Food Security through Farmers’ Intentions to Embrace Climate-Smart Agriculture: Unraveling the Impact of Attitude, Subjective Norms, and Behavioral Control. In IOP Conference Series: Earth and Environmental Science (Vol. 1323, No. 1, p. 012018). IOP Publishing.
Oyeniyi, L. D., Ugochukwu, C. E., & Mhlongo, N. Z. (2024). Implementing AI in banking customer service: A review of current trends and future applications. International Journal of Science and Research Archive, 11(2), 1492-1509.
Perwitasari, A. W. (2022). The effect of perceived usefulness and perceived easiness towards behavioral intention to use fintech by Indonesian msmes. The Winners, 23(1), 1-9.
Ridanasti, E. (2024). The Influence of Trust, Perceived Ease of Use, Perceived Usefulness, Perceived Enjoyment on Intention to Use TikTok Shop through Attitude Towards Using as Mediation. Indonesian Journal of Economics, Business, Accounting, and Management (IJEBAM), 2(6), 1-15.
Ringle, C.M., and M. Sarstedt. (2016). Gain more insight from your PLS-SEM results: The importance-performance map analysis. Industrial Management & Data Systems 116: 1865–1886.
Ringle, Christian M., Wende, Sven, & Becker, Jan-Michael. (2022). SmartPLS 4. Oststeinbek:
Shang Gao, John Krogstie, Keng Siau, (2011). Developing an Instrument to Measure the Adoption of Mobile Services", Mobile Information Systems, 7, Article ID 831018, 23 pages, 2011. https://doi.org/10.1155/2011/831018
Shmueli, G., M. Sarstedt, J.F. Hair, J.-H. Cheah, H. Ting, S. Vaithilingam, and C.M. Ringle. (2019). Predictive model assessment in PLS-SEM: Guidelines for using PLSpredict. European Journal of Marketing 53: 2322–2347.
Shmueli, G., S. Ray, J.M. Velasquez Estrada, and S.B. Chatla. (2016). The elephant in the room: predictive performance of PLS models. Journal of Business Research 69: 4552–4564.
SmartPLS. Retrieved from https://www.smartpls.com
Tan, P. S. H., Seow, A. N., Choong, Y. O., Tan, C. H., Lam, S. Y., & Choong, C. K. (2024). University students’ perceived service quality and attitude towards hybrid learning: ease of use and usefulness as mediators. Journal of Applied Research in Higher Education, 16(5), 1500-1514.
Toros, E., Asiksoy, G., & Sürücü, L. (2024). Refreshment students’ perceived usefulness and attitudes towards using technology: a moderated mediation model. Humanities and Social Sciences Communications, 11(1), 1-10.
Ullah, M. S., Khan, M. K., Oglu, G. R. A., & Yasmin, T. (2025). THE IMPACT OF DIGITAL LITERACY ON PERCEIVED USEFULNESS, EASE OF USE, AND ONLINE PURCHASE INTENTIONS. Policy Research Journal, 3(1), 92-104.
Venkatesh, V., & Davis, F. D. (2000). "A theoretical extension of the Technology Acceptance Model: Four longitudinal field studies." Management Science, 46(2), 186-204.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). "User acceptance of information technology: Toward a unified view." MIS Quarterly, 27(3), 425-478.
Yadav, R. S., Kaya, S. K., Pant, A., & Tiwari, A. (2023). AI-enabled human capital management (HCM) software adoption using full consistency method (FUCOM): evidence from banking industry. Global Knowledge, Memory and Communication.
Zubir, M. H. H., & Abdul Latip, M. S. (2024). Factors affecting citizens’ intention to use e-government services: assessing the mediating effect of perceived usefulness and ease of use. Transforming Government: People, Process and Policy, 18(3), 384-399.
Osman, Z., Alwi, N. H., Husin, S. A., & Razak, N. S. A. (2025). Embrace, Evolve, & Excel: Artificial Intelligence-Driven Transformational Acceptance in the Commercial Banking Sector. International Journal of Academic Research in Business and Social Sciences, 15(8), 814-831.
Copyright: © 2025 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
