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Determinants of Generative Artificial Intelligence Adoption in Insurance Companies

Year: 2025

Type: article

Abstract: This study aims to investigate the factors that influence the adoption of Generative artificial intelligence (GEN-AI) in insurance companies by utilizing the technology-organization-environment (TOE) framework.This study employs the TOE framework to examine the factors that impact the GEN-AI adoption at organizational level and was conducted on 307 insurance company managers and analysed using partial least squares (PLS). The research offers insurance companies and policy maker insights and recommendations for GEN-AI adoption. The empirical results reveal that relative advantage (RA), perceived compatibility (PC) and top management support (TMS) significantly influence GEN-AI adoption, CP, OR have positive effect on TMS, but perceived compatibility (PC) cannot significantly influence GEN-AI adoption. TMS mediates between competitive pressure（CP） and GEN-AI in insurance firms, and it also mediates between organizational readiness (OR) and GEN-AI. This study provides countermeasure advice to AI technology developers, insurance company manager, and practitioners.

Source: International Journal of Business and Society

DOI: 10.33736/ijbs.9562.2025

Authors: Xu Zaijuan, T. Ramayah, Shi Yubo

Institutions: Universiti Sains Malaysia, Guangzhou College of Technology and Business, Chandigarh University, University of Jordan, Daffodil International University, University of Indonesia, Sohar University, Guizhou University of Commerce

Language: English

Topic: Technology Adoption and User Behaviour

Subfield: Information Systems and Management

Field: Decision Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4409853687

FWCI: 4.116

Cites: 50

Cited by: 4

Related to: 10