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Customers' acceptance of artificially intelligent robots in the insurance industry: evidence from an emerging market

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  • Sumathi Kumaraswamy
  • Yomna Abdulla
  • M. Suresh

Abstract

There is a growing consensus among Indian insurance firms, which have been increasingly attempting to adopt and integrate artificial intelligence (AI) and robotic process automation in the recent past. This calls for a heated debate on how far the machines that read algorithms will replace human intelligence and satisfy the customers who always expect error-free and faster processing of insurance services. This research paper is the first of its kind in analysing the customers' acceptance of adopting artificial intelligent robots (ART) in the insurance sector for its sustainable growth methodology. The interrelationships among the factors were analysed using the total interpretive structural modelling (TISM) approach. The results suggest that individuals' knowledge about artificial intelligent robots and their performance expectancy from AIR, in terms of accuracy and consistency, are the main triggering factors for customer acceptance of AI robots in the Indian insurance industry.

Suggested Citation

  • Sumathi Kumaraswamy & Yomna Abdulla & M. Suresh, 2026. "Customers' acceptance of artificially intelligent robots in the insurance industry: evidence from an emerging market," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 39(4), pages 511-533.
    • Handle: RePEc:ids:ijbexc:v:39:y:2026:i:4:p:511-533
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