Trust and Compliance in Financial Services: A Comparative Study of Human-Led Versus AI-Led Teams Using Behavioral and Neuroscientific Measures

Asli Gul Kurt (), Sylvain Sénécal (), Pierre-Majorique Légér (), Jared Boasen (), Ruxandra Monica Luca (), Yany Grégoire (), Muhammad Aljukhadar (), Constantinos Coursaris () and Marc Fredette ()
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Asli Gul Kurt: HEC Montréal
Sylvain Sénécal: HEC Montréal
Pierre-Majorique Légér: HEC Montéal
Jared Boasen: HEC Montéal
Ruxandra Monica Luca: HEC Montréal
Yany Grégoire: HEC Montréal
Muhammad Aljukhadar: HEC Montréal
Constantinos Coursaris: HEC Montéal
Marc Fredette: HEC Montéal

A chapter in Information Systems and Neuroscience, 2025, pp 37-46 from Springer

Abstract: Abstract The use of Human-AI teams is becoming more common in service contexts. However, customers do not always trust the recommendations of AI agents. We draw on social identity theory to show that trust in human-led teams is higher than in AI-led teams. We use behavioral (questionnaires on trust and compliance) and neuroscientific measures (EEG) to investigate customer perceptions. We demonstrate that individuals invest more cognitive effort when faced with recommendations from AI-led service providers. This is corroborated by higher alpha-band activity in the AI-led team condition. We also show that individuals trust AI-led teams less and are less likely to comply with their recommendations. We contribute to social identity theory and propose that managers adopt different communication styles when they employ human-led versus AI-led teams.

Keywords: Human-AI teams; Cognitive effort; EEG; Financial service industry; Social identity theory (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-031-71385-9_5

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DOI: 10.1007/978-3-031-71385-9_5

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