Can An Artificial Intelligence-Powered Humanoid Chatbot Be a Quality Service Enhancer in The Insurance Industry?

This study explores the applicability of integrating cutting-edge AI chatbots that resemble human-like interactions in the customer service area, drawing on the underlying ideas of technological readiness and anthropomorphism. The study uses 688 questionnaire responses using purposive sampling and structural equation modelling as part of its empirical research technique to learn more about how customers perceive and use AI-powered humanoid chatbots (AIPHC). The target respondents were those who had some prior experience of using chatbots. Using SmartPLS-SEM, the study determines whether anthropomorphism, i.e., AIPHC system-specific and customer personality-specific dimensions, can improve chatbot usage in the insurance sector. The results show that anthropomorphism positively influenced optimism and innovativeness but negatively impacted discomfort and security. Further optimism and innovativeness favourably impact AIPHC adoption. Insecurity had a significant negative impact, while discomfort was insignificant for AIPHC adoption. The results could help us better understand how technological readiness and system-specific theories like anthropomorphism can be used in sectors like insurance. The results highlight chatbots’ potential to raise the quality of service, simplify processes, and enhance customers’ overall experiences in the insurance sector.