Financial Barriers and Incentives Influencing Counsellors’ Adoption of Artificial Intelligence Therapy Solutions: A Thematic Analysis of Secondary Data

Onesmo Guti, Abigail Salema, Shillar Chinjanja and Winnie Tinonetsana

Sustainable Business and Society in Emerging Economies, 2026, vol. 8, issue 1, 93-100

Abstract: Purpose: Coopting artificial intelligence techniques on mental health therapy appears essential. It brings benefits such as effective delivery service, improved accessibility, and decreased operational costs to business. Unfortunately, the adoption of AI among corporate counsellors has remained limited. The key driver of this situation has remained as financial contributions required. Hence on this study the financial constraints and benefits affecting adoption of AI therapy techniques by counsellors were explored.Design/Methodology/Approach: Thematic analysis upon secondary data was done. The data was obtained from peer reviewed journals, industry reports and policy reports. Braun and Clarke’s six- step thematic analysis was employed.&Findings: Through this, key financial barriers were identified. Some of these barriers included regulatory responsibilities, unclear return on investment, ongoing operational expenses, high acquisition costs, and the anticipated financial risk. Adoption of AI therapeutic solutions was, however, motivated by various incentives. Some of these were operational efficiency, long-term cost savings, institutional support and increase on customer reach and better revenue figures. &&Implications/Originality/Value: The study analysis showed that counsellors’ adoption decisions were by both technological efficiency and economic rationality and perceived value. The study was relevant to policy makers, professional bodies and policy makers. Such institutes would gain strategies to effectively integrate AI in the counselling profession. The study helped by boosting upon literature. This was through a robust and well-focused qualitative analysis of the financial determinants of the adoption of AI in mental health care.

Keywords: Artificial Intelligence; Counsellors; Financial Barriers; Financial Incentives; AI Therapy (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:src:sbseec:v:8:y:2026:i:1:p:93-100

DOI: 10.26710/sbsee.v8i1.3749

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