doi:10.1108/JOSM-10-2020-0378engFlavián, CarlosPérez-Rueda, AlfredoBelanche, DanielCasaló, Luis V.Intention to use analytical Artificial Intelligence in services. The effect of technology readiness and awarenessART-2022-124644Purpose: The automation of services is rapidly growing, led by sectors such as banking and financial investment. The growing number of investments managed by artificial intelligence (AI) suggests that this technology-based service will become increasingly popular. This study examines how customers’ technology readiness and service awareness affect their intention to use analytical-AI investment services. Design/methodology/approach: Hypotheses were tested with a data set of 404 North American-based potential customers of robo-advisors. In addition to technology readiness dimensions, the potential customers’ characteristics were included in the framework as moderating factors (age, gender and previous experience with financial investment services). A post-hoc analysis examined the roles of service awareness and the financial advisor’s name (i.e., robo-advisor vs. AI-advisor). Findings: The results indicated that customers’ technological optimism increases, and insecurity decreases, their intention to use robo-advisors. Surprisingly, feelings of technological discomfort positively influenced robo-advisor adoption. This interesting finding challenges previous insights into technology adoption and value co-creation, as analytical-AI puts customers into a very passive role and reduces barriers to technology adoption. The research also analyzes how consumers become aware of robo-advisors, and how this influences their acceptance. Originality: This is the first study to analyze the role of customers’ technology readiness in the adoption of analytical-AI. We link our findings to previous technology adoption and automated services’ literature and provide specific managerial implications and avenues for further research.2022http://zaguan.unizar.es/record/10670510.1108/JOSM-10-2020-0378http://zaguan.unizar.es/record/106705oai:zaguan.unizar.es:106705Journal of Service Management 33, 2 (2022), 293-320by-nchttp://creativecommons.org/licenses/by-nc/3.0/es/info:eu-repo/semantics/openAccess