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EMAC 2019 Annual Conference

The Impact of Lay Beliefs about Artificial Intelligence on Behavioral Intentions towards Robo-advice

Published: May 28, 2019


Benjamin von Walter, FHS St.Gallen University of Applied Sciences; Dietmar Kremmel, FHS St.Gallen University of Applied Sciences


robo-advice; smart technology; professional service


In this research, we investigate how consumer beliefs about artificial intelligence influence behavioral intentions towards robo-advice, a new type of self-service technology which automates professional advice giving. A qualitative study and an experiment show that beliefs about the relative level of artificial intelligence may have a strong impact on consumers' intentions to adopt a robo-advice service. In addition, our findings indicate that the impact of such beliefs is contingent on a robo-advisor's level of decision automation. Only consumers who feel that they are free to decide whether they want to follow advice or not regard a higher level of artificial intelligence as beneficial when receiving advice. These results may help to better understand consumer acceptance of robo-advice and other smart services.