THE INFLUENCE OF AI FEATURES IN INVESTMENT APPLICATIONS ON USER INTEREST AMONG GEN Z

The use of powerful artificial intelligence (AI) technology in digital investment platforms has changed the way many young investors interact with financial technologies. Using the Unified Theory of Acceptance and Use of Technology 2 model (UTAUT2), this research seeks to examine empirical evidence on factors influencing Generation Z in Indonesia in adopting AI features within investment applications. A sample of 372 respondents with previous knowledge or conduct using the AI-based investment feature were drawn upon for data collection and analyzed by utilizing Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results reveal that performance expectancy, effort expectancy, social influence and facilitating conditions were significantly related to the behavioral intention of using AI features. In addition to the above findings, behavioral intention is confirmed as a determinant of actual use behavior and thus remains one of the key predictors for technology usage. This study extends the use of UTAUT2 to AI-based investment technologies, focusing on a developing market context and contributes to literature. Overall, the results provide implications on how financial technology vendors could refine AI capabilities to positively influence utility of use in terms of perceived benefits associated with using multimedia and contextual factors for driving continued usage among Gen Z investors.