Trust, privacy and human-like AI features fuel post-pandemic mobile banking adoption

Trust and perceived privacy emerge as critical factors in post-pandemic adoption patterns, underscoring that users will only engage with platforms they believe will safeguard their personal and financial information. Notably, AI-related variables, perceived intelligence and anthropomorphism, rank alongside these traditional drivers, suggesting that consumers are increasingly receptive to technology that feels both competent and relatable.

Artificial intelligence (AI) is emerging as a decisive factor in whether consumers embrace mobile banking in the years following the COVID-19 pandemic, according to new research published in Frontiers in Artificial Intelligence. The study “The Impact of Artificial Intelligence on Behavioral Intentions to Use Mobile Banking in the Post-COVID-19 Era” extends the widely used Unified Theory of Acceptance and Use of Technology (UTAUT) framework to assess the role of AI-driven features, specifically perceived intelligence and anthropomorphism, in shaping user intentions.

The findings are based on a large-scale survey of 412 respondents in Thailand, analyzed using structural equation modeling (SEM). The results reveal that beyond the traditional factors influencing digital service adoption, AI’s ability to appear smart and human-like is directly linked to higher consumer willingness to use mobile banking apps. This insight carries significant implications for how financial institutions design and market their digital platforms in an increasingly competitive, technology-driven marketplace.

What drives mobile banking adoption after COVID-19?

The pandemic permanently altered consumer behavior, accelerating the adoption of digital financial services. However, it also left users with heightened expectations for convenience, security, and personalization. The extended UTAUT model applied in this research includes established determinants, performance expectancy, effort expectancy, social influence, facilitating conditions, trust, perceived privacy, price value, habit, and perceived security, along with the two AI-specific constructs.

The data reveal a clear hierarchy of influence. Performance expectancy, the belief that mobile banking will improve financial management, remains one of the strongest predictors of adoption intention. Effort expectancy, or the ease of using mobile banking apps, also plays a substantial role. Social influence, particularly peer recommendations and cultural norms, continues to shape decisions, while facilitating conditions such as internet access and device availability support sustained use.

Trust and perceived privacy emerge as critical factors in post-pandemic adoption patterns, underscoring that users will only engage with platforms they believe will safeguard their personal and financial information. Notably, AI-related variables, perceived intelligence and anthropomorphism, rank alongside these traditional drivers, suggesting that consumers are increasingly receptive to technology that feels both competent and relatable.

The role of AI and human-like design

Perceived intelligence, as defined in the study, refers to the degree to which users believe the AI functions in mobile banking apps can make smart, contextually relevant decisions. Examples include predictive financial recommendations, fraud detection alerts, and personalized budgeting tools. When users sense that the system “understands” their needs, their intention to adopt the platform rises significantly.

Anthropomorphism, the human-like quality of AI features, also shows a strong positive impact. Interfaces that communicate in a conversational tone, use natural language processing effectively, and provide adaptive responses foster a sense of familiarity and trust. In essence, users are more inclined to engage with technology that mimics human interaction, provided it delivers genuine utility.

The research makes clear that these AI-driven elements do not operate in isolation. Instead, they enhance the established UTAUT factors, strengthening the overall case for adoption. For example, an app perceived as both intelligent and human-like can offset some usability concerns, making it feel easier to navigate. Similarly, trust is reinforced when intelligent AI systems demonstrate proactive security and privacy measures.

Importantly, the study identifies what does not significantly influence post-pandemic mobile banking intentions: price value, habit, and perceived security. While these factors have historically been influential in technology adoption, their diminished relevance here suggests a shift in priorities. Users now place greater weight on the quality of the experience and the sophistication of the technology than on cost or familiarity.

Implications for banks and fintech developers

The research points toward a strategic opportunity for banks, fintech startups, and app developers: investing in AI capabilities that balance efficiency, intelligence, and human-like engagement can yield measurable gains in user adoption. This involves more than simply embedding chatbots or automating transactions; it requires designing systems that understand, anticipate, and respond to individual user needs in a way that feels personal yet secure.

From a design point of view, incorporating adaptive interfaces, real-time analytics, and natural language capabilities can increase the perceived intelligence and anthropomorphism of an app. However, these features must be backed by robust data protection measures to maintain trust and address privacy concerns. The findings also highlight the importance of inclusive design, ensuring that AI-powered interfaces remain accessible and intuitive for users across different age groups and levels of digital literacy.

For regulators and policymakers, the study underscores the need to balance innovation with oversight. Additionally, the diminishing role of habit and perceived security suggests that policy frameworks should focus more on ensuring functionality, usability, and personalized value rather than simply mandating security standards.

The global relevance of these insights cannot be overstated. While the survey was conducted in Thailand, the patterns it identifies, especially the rising influence of AI-driven features in digital finance adoption, are likely to apply across markets where mobile banking is expanding. The pandemic has created a digital-first consumer mindset, and financial service providers that fail to integrate intelligent, human-like AI risk being left behind.