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Generative AI and Insurance: Critical Determinants for Adoption Intention

In: Marketing in a Digital World

Author

Listed:
  • Aman Pathak

    (Indian Institute of Technology Jodhpur, School of Management and Entrepreneurship)

  • Veena Bansal

    (IIT Kanpur)

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.

Suggested Citation

  • Aman Pathak & Veena Bansal, 2026. "Generative AI and Insurance: Critical Determinants for Adoption Intention," Springer Books, in: Varsha Jain & Githa S. Heggde & Russell Belk & George Spais (ed.), Marketing in a Digital World, pages 135-153, Springer.
    • Handle: RePEc:spr:sprchp:978-981-95-6505-4_7
    DOI: 10.1007/978-981-95-6505-4_7
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