Bankacılık Hizmetlerinde Yapay Zekânın Benimsenmesinde Farkındalığın Rolü

Öz

Günümüz dijital dönüşüm sürecinde yapay zekâ teknolojileri, bankacılık sektörü başta olmak üzere finansal hizmet alanlarında köklü değişikliklere neden olmuştur. Yapay zekâ uygulamaları müşteri hizmetlerinden risk yönetimine, dolandırıcılık tespitinden kişiselleştirilmiş ürün önerilerine kadar geniş bir yelpazede kullanılmaktadır. Aynı zamanda bankaların operasyonel verimliliğini artırmakta ve müşteri deneyimini de yeniden şekillendirmektedir. Ancak bu teknolojilerin bankacılık sektörüne etkili biçimde entegrasyonu, yalnızca teknik altyapıya değil, aynı zamanda çalışanların ve kullanıcıların yapay zekâya yönelik farkındalık, bilgi edinmesi, güven ve benimseme niyetleri gibi değişkenlere bağlıdır. Bu bağlamda, yapay zekânın bankacılık alanındaki kullanımına ilişkin bireysel ve kurumsal düzeyde benimseme faktörlerinin analiz edilmesi, hem uygulayıcılar hem de akademik açıdan stratejik önem taşımaktadır. Bu kapsamda araştırmanın amacı banka kullanıcılarının yapay zekâ kullanım kolaylığı ve teknoloji bilgisinin yapay zekâyı benimseme niyeti üzerine etkisini tespit etmek ve bu etkide yapay zekâ farkındalığının rolünün olup olmadığını test etmektir. Araştırma nicel olarak tasarlanmış ve anket tekniğinden yararlanılarak gerçekleştirilmiştir. Araştırma sonucunda katılımcıların teknoloji bilgisi ve algılanan kullanım kolaylığı, yapay zekâ farkındalığını artırmakta ve bu durumda katılımcıların yapay zekâ benimseme niyetini güçlendirdiği tespit edilmiştir. Ayrıca araştırma, teknoloji eğitiminin sadece teknik bilgi aktarımı ile sınırlı kalmaması gerektiğini, aynı zamanda bireylerin bu teknolojilere yönelik anlamlandırma ve farkındalık geliştirme süreçlerine de odaklanması gerekliliğini ortaya koyarak bankacılık alanında uygulayıcılar için öneriler sunmaktadır.

Anahtar Kelimeler

• banka
• yapay zeka
• dijital banka
• bankacılık hizmetleri
• teknoloji kabul modeli
• teknoloji bilgisi

Destekleyen Kurum

YOK

Etik Beyan

ÇALIŞMADA HERHANGİ BİR ETİK İHLALİN SÖZ KONUSU OLMADIĞINI BEYAN EDERİM

Teşekkür

EMEKLERİNİZ İÇİN TÜM EDİTÖR GRUBUNA ŞİMDİDEN TEŞEKKÜR EDERİM

The Role of Awareness in The Adoption of Artıficial Intelligence in Banking Services

Öz

In today's digital transformation process, artificial intelligence (AI) technologies have caused radical changes in financial services, particularly in the banking sector. AI applications are used in a wide range of areas, from customer service and risk management to fraud detection and personalized product recommendations. They also increase banks' operational efficiency and reshape the customer experience. However, the effective integration of these technologies into the banking sector depends not only on technical infrastructure but also on variables such as employee and user awareness, knowledge acquisition, trust, and adoption intentions regarding AI. In this context, analyzing individual and institutional adoption factors related to the use of AI in banking is of strategic importance for both practitioners and academics. In this context, the aim of this research is to determine the impact of bank users' ease of use and technological knowledge of AI on their intention to adopt AI and to test whether AI awareness plays a role in this impact. The research was designed quantitatively and conducted using a survey technique. The research found that participants' technological knowledge and perceived ease of use increase AI awareness, which in turn strengthens participants' intention to adopt AI. The research also suggests that technology education should not be limited to the transfer of technical knowledge but should also focus on individuals' understanding and awareness-raising processes regarding these technologies, offering recommendations for banking practitioners.

Anahtar Kelimeler

• bank
• Artificial Intelligence
• Digital Banking Services
• Tecnology Acceptance Model
• Tecnology Knowledge

Destekleyen Kurum

YOK

Etik Beyan

DECLARE THAT THERE WAS NO ETHICAL VIOLATION INVOLVED IN THIS STUDY.

Teşekkür

I would like to thank the entire editorial team in advance for your efforts.

Kaynakça

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