Generative AI and Insurance: Critical Determinants for Adoption Intention

Aman Pathak () and Veena Bansal
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Aman Pathak: Indian Institute of Technology Jodhpur, School of Management and Entrepreneurship
Veena Bansal: IIT Kanpur

A chapter in Marketing in a Digital World, 2026, pp 135-153 from Springer

Abstract: Abstract Generative artificial intelligence (GenAI), AI systems with advanced capabilities, are being adopted enterprise-wide, unlike AI systems that were mostly confined to the functional unit level. Understanding the factors influencing GenAI adoption at the organizational level is crucial. This study identifies key determinants by drawing insights from existing literature on enterprise-wide adoption of related technologies, structuring them within the Technology-Organization-Environment (TOE) framework. Data was collected from 242 insurance professionals, and Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the impact of each factor on adoption intention. The findings highlight that relative benefits and compatibility (technology dimension), senior management support (organizational dimension), and government incentives and competitive pressure (environmental dimension) significantly influence the intention to adopt GenAI. These insights give organizations a strategic understanding of the critical factors shaping adoption decisions. By ad-dressing these determinants, businesses can enhance their readiness for GenAI adoption, ensuring a smoother and more effective implementation.

Keywords: Data governance; GenAI benefit; GenAI capability; TOE; DOI; PLS-SEM (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-95-6505-4_7

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DOI: 10.1007/978-981-95-6505-4_7

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