Generative KI im Kundenservice der Fondsdienstleistungsbranche: Analyse der Servicequalität und Nutzungsbereitschaft

Evolving customer expectations and increasing pressure for efficiency are accelerating the integration of generative artificial intelligence into customer services. This paper examines the perception and acceptance of AI-supported communication within the particularly trust-sensitive asset management industry. Based on an online survey incorporating a vignette experiment, the study analyzes perceived service quality, trust, and inteded use in this context. The findings indicate that AI-generated responses are perceived as equivalent in quality or slightly better than human-generated responses in certain dimensions. At the same time a preference for human operated channels seems to persist. The sample reveals different user segments ranging from digitally inclined and independent decision-makers to more traditionally oriented clients. These groups require differentiated implementation strategies. Accordingly, the primary challenge for financial service providers lies less in the technological capabilities of generative systems than in overcoming a trust- and context-dependent acceptance gap. A sustainable deployment of AI in customer service therefore does not call for a one-size-fits-all solution. This study recommends aligning the implementation with an analysis of the company's own customer structure and their individual needs, and gradually adapting the business process landscape to the new technology.