THE ANALYSIS OF THE IMPACT OF DIGITAL PRODUCT INNOVATION AND HUMAN RESOURCES SPECIALISTS ON INTENTION TO USE ARTIFICIAL INTELLIGENCE IN FINANCIAL BANKING SYSTEM

Artificial Intelligence in the banking system is constantly developing, especially among young customers. Innovation of digital products has an important role in the use of banking services, but human resources specialists in the banking system also have such a role, due to their expertise, knowledge and involvement in explaining the benefits of using Artificial Intelligence and digital products in the banking financial system. In this article, the Technology Acceptance Model (TAM) was used to show the impact of internal variables (the role of human resources specialists in the banking system) and external variables (Artificial Intelligence and innovation of digital products), TAM-specific PU and PEU, on the intention to continue using Artificial Intelligence in the banking financial system. The results indicated that innovative digital products and the role of human resources in the use of Artificial Intelligence, PU and PEU have a positive and direct impact on the intention to use Artificial Intelligence in the financial system. All research hypotheses have been fulfilled, indicating that Artificial Intelligence has an important role in the Romanian banking financial system among young consumers. The paper contributes to the development of the banking financial system by using Artificial Intelligence, highlighting the importance of human resources, TAM and PLS-SEM specialists in this field.


Introduction
We live in the era of relationships, and the relationship with customers is a special one, based on knowing their needs.Customer relationship management (CRM) plays an important role in the success of any company.Good CRM practices involve all functions of the organization, all hired specialists and top management, and success is not achieved immediately, nor is it an easy task (Knox S. K. et al., 2007, p.14).CRM is a multi-faceted process, mediated by a set of information technologies, which focuses on two-way exchange with its customers so that the firm knows their needs, desires and purchasing behavior (Jha L., 2008, p.1).Thus, CRM helps organizations understand and anticipate the needs of current and potential customers.CRM has as its philosophy "know your customer and what they buy", based on the company's orientation by relationships with its current and potential customers and their needs (Raab G. et al., p.6).Many initiatives of different companies have failed due to the limitation and isolation of IT systems and software without taking into account their alignment with the customer-centric company strategy (Jha L., 2008, p.1).In other words, without customer orientation (customer centricity) performance cannot be achieved and competition cannot be surpassed (Fader P., 2012, p.97).Clients are of all types, all wanting to achieve a solution to their problems and achieving rational goals (Christopher M. et al., 2002), and relationship marketing refers to building and developing sustainable relationships with customers (Hennig-Thurau T., Hansen U., 2013, p.1) through its employees who have unique knowledge and experiences (Florea, Stegaroiu, 2014).Long-term and profitable relationships are the goal of any institution based on implementing a successful CRM (Werro N., 2015, p.51), and its systems are designed to help firms sell more products and services to customers, meeting their needs (Webb N., 2016, p.6).Thus, the role of employees in the banking financial system is to provide high-performance products and services at the right time and place, using traditional or virtual sales, based on artificial intelligence and the offer of innovative digital products.Thus, the purpose of the article is to use the TAM model to indicate the impact of internal variables (the role of human resources (HR) in the banking system) and external variables (innovative digital products), TAM-specific PU and PEU, on the intention to use Artificial Intelligence (AI) in the banking financial system (SFB).The structure of the article is as follows: in chapter 1 the specialized literature is presented, and also the research hypotheses and the conceptual model of the analysis are established.Section 2 presents the research methodology, especially on research design and context, consisting of the process of data collection and analysis.The results and research discussions are presented in section 3, and in the final part are presented the theoretical and managerial contributions of the article; The limits and future research proposals and directions are also presented.

Review of the scientific literature 1.The offer of innovative digital products and the intention to use AI in the financial banking system
Among consumers, especially young ones, new digital products have a positive effect on the intention to use AI in the financial banking system (FBS).AI and chatbot-based technology are expected to revolutionize customer service in banking (Alt & Ibolya,

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Journal of Financial Studies 2022).Banks use AI to provide digital products and advice to their customers (Ryzhkova et al., 2020), so banks and consumers perceive AI in a positive manner.AI is a very important technique in any field, but also in banking institutions that use the tools based on new technologies to transform their business and improve performance (Tiwari & Saxena, 2021).Among 799 respondents from five Asian countries, it emerged from the analysis that Perceived Utility (PU) and AI had an important influence on the intention to adopt AI in the banking sector (Noreen et al., 2023)

The role of HR in customers' use of e-banking products and the intention to use AI in the banking financial system
Specialists in the banking sector have a positive attitude in implementing AI in the workplace, but also as solutions offered to customers to improve routine operations (Ryzhkova et al., 2020).Staff in the banking sector are of particular importance, especially when offering their customers personalized products, depending on education level, revenue, degree of understanding of risk, security or data privacy (Gigante & Zago, 2023).All staff through the legislation in force can provide customers with personalized services, smart wallets, real-time problem solving, decision making and customer satisfaction, process automation, improving data security, cybersecurity, transactional security, digital financial inclusion, information on loss of human contact in some operations, creativity and adaptability to new technologies, restrictions, or requirements operational (Ghandaour, 2021) demonstrating that they have a positive impact on PU.The global financial crisis has led to the use of AI in various activities, especially in the banking sector, but also to the determination of risk activities by banking staff.Thus, HR in the banking financial sector was able to determine the areas of banking financial risk, such as risk in lending activity, liquidity risk, operational risk and other such areas in order to learn from these aspects and create appropriate strategies and win-win relationships (Milojevic & Redzepagic, 2021).The use of AI (ATMs, virtual assistants and chatbots) has led to a reduction in technical inefficiencies in banks.In India, a study of 47 commercial banks indicated that the use of AI led to a reduction in technical inefficiencies by 11% due to internal factors and appropriate decision-making (Mor & Gupta, 2021).A research conducted in the banking sector has shown the important role of HR in contact with customers and their positive attitude in using and adopting new technologies.The study indicated a number of benefits such as: new customer experiences, efficiency and a better perspective on customers, but also some challenges related to requirements and regulations in the field, the effort related to the maintenance of new technologies and the complexity of processes.Thus, a hybrid approach, based on the use of talented HR with skills in using new technologies (techsavvy talent) in banks and digital processes will lead to front-to-back solutions (Wittmann & Lutfiju, 2021)

JFS The analysis of the impact of digital product innovation and human resources specialists on intention to use artificial intelligence in financial banking system
100 Journal of Financial Studies ).The method of convenience and snowball was used as a research method to find the right people for the analysis.Each team member offered to complete the physical and online questionnaire at his/her workplace, to colleagues from the same department or from other departments, friends, acquaintances, students, master students, doctoral students, provided that they are in groups up to 30 years old and have used e-banking and AI services.The participants were informed about the purpose of the research and that the data obtained will be used only for scientific purposes.Sample profile -57.3% of respondents are men and 43.7% women.Out of the 150 respondents, 67% have bachelor's degrees, 74.7% are from urban areas.Of the total, 52% are in the 16-24 age group and the remaining 48% are in the 25-30 age group (Table 1).Source: authors processing

Results and discussions
The questionnaire (Table 2) was developed using the five-point Likert scale (1-strongly disagree and 5-strongly agree).The structural model examined respondents' perceptions of the intention to adopt AI-enabled banking.It focuses on factors such as digital banking products, the role of HR in their use, PU, PEU and the intention to use AI in banking services.Source: authors processing The analysis performed was developed to evaluate the relationship between latent variables.Based on statistical values of t, of all developed hypotheses all were accepted (Table 4).Innovative digital products in the banking financial sector have had a significant positive influence on: -PU (β = 0.167; T-value = 0.943; p < 0.001), therefore, greater customer use of innovative digital products will lead to greater perceived utility; thus, H1a is accepted.
intention to use AI in banking services (β = 0.199; T-value = 0.838; p < 0.001), therefore, greater customer use of innovative digital products will lead to a greater intention to use AI in banking services; thus, H1 is accepted.The role of HR in the financial and banking sector in using innovative digital products has had a significant positive influence on: -PU (β = 0.031; T-value = 0,185; p < 0.001), therefore, better information from HR banks on innovative digital products will lead to greater perceived utility; thus, H1b is supported.
-PEU (β = 0.364; T-value = 0,101; p < 0.001), therefore, better information from HR banks on innovative digital products will lead to greater perceived ease of use; thus, H2b is supported.
intention to use AI in banking services (β = 0.084; T-value = 0.459; p < 0.001), therefore, better information from HR banks on innovative digital products will lead to a greater intention to use AI in banking services; thus, H2 is accepted.PU influence (β = 0.096; T-value = 0.560; p < 0,001) and PEU (β = 0,186; T-value = 0,641; p < 0.001) on the intention to use AI in banking services was positive and significant, meaning that greater utility and usability will lead to greater use of AI in banking services; so both H3 and H4 were accepted.
From the results, it is clear that all research hypotheses are accepted, indicating that all independent variables examined have an important influence.Source: authors processing Studies in the field have shown that innovative digital banking products and the role of HR in the use of these products by customers, especially those in the two analyzed groups (young customers between 16-24 years and those between 25-30 years), have a positive impact on PU, PEU and especially on the intention to use AI in banking services.A study conducted in Poland indicated that institutions in the banking financial sector that use AI rely on aggressive strategies and are oriented towards development by using this new trend (Borkowski, 2020).In recent years, the banking sector has indicated an increased level of use of AI used in many automated processes and an increase in the quality of banking services offered.Thus, another study indicated that AI can replace HR in banking institutions but not completely, allowing the automation of processes that lead to improved quality of services and banking performance (Zinizha et al., 2019).The current economy leads us to the idea of using new technologies much more intensively in the future and especially in the banking sector, using robo-consulting (Piotrowski &;Orzeszko, 2023) and various other services such as process automation, cost reduction, development of innovative products and services, unique customer experiences and improved decision-making (Tiwari & Saxena, 2021).The results of another study indicated that the intensive use of AI in the banking sector led to improvements in three important areas: strategies, processes, and customers (Fares et al., 2023).A study conducted in the Middle East, in the banking sector, indicated in 2018 that AI even though it is quite used in many areas, in the banking sector it is still used at a medium level of acceptance and adoption of new technologies (Alzaidi, 2018).

The analysis of the impact of digital product innovation and human resources specialists on intention to use artificial intelligence in financial banking system 106 Journal of Financial Studies
The study was based on the use of TAM and determined on the one hand the influences that innovative digital products could have and the role of HR in challenging customers to use them on PU and PEU, and on the other hand on the intention to use AI in banking services.The results indicated that innovative digital products in the banking sector and the role of HR in using these products are very important and have a positive and strong influence on the intention to adopt AI in the banking financial sector; according to TAM, the influences of the UP and PEU on the intention to adopt AI in banking services were also analysed.
As theoretical implications, it can be added that the process based on the use of AI in the banking sector can be improved based on two important variables such as innovative digital banking products and the role of HR in promoting their use.
As practical implications, the article offers important benefits for clients from the analyzed categories of young people (reduced time, reduced costs, instant use, real-time information, obtaining new knowledge in the banking and digital fields), but also for HR employed in the banking sector, and also for banking institutions (attracting and maintaining young customers, 1-to-1 relationships and their loyalty, developing online and customer skills and for involved HR).
At individual level, it was possible to perceive the degree of intention to adopt AI in the use of banking services of the young clients analyzed.As can be seen, the lowest average scores for innovative digital banking products were obtained for savings made in an online account (3.4) and for payments made online at rates and interest rates (3.82).These results could become starting points for banking institutions in promoting young people to access various categories of loans (such as housing), especially since at this age they already have experience and a stable job.As for creating savings from online accounts, banking institutions should involve these categories of young people in participating in training courses in financial education or constant and continuous investment on the 30-50-20 principle (in which 20% of family income should be deposited in an investment or savings account).Regarding the role of HR in promoting and challenging the young generation to use digital banking products is, according to calculations, quite important, all average scores being above 4.11.As for PU and PEU, young customers enjoy the utility and ease of use of digital banking products, as the average scores are between 3.97 and 4.62.The intention to use AI in banking also enjoys a good and very good average score, scoring between 4.11 and 4.37.
The study had a few limitations; firstly, it can be mentioned that the study did not perfectly represent the reality of the existing financial banking market in the analyzed area from Romania.Another limit was the small number of respondents (150 persons), but the authors assured the different areas of activity of the analyzed clients, two age groups of the younger generation, diverse level of education, gender and residence.A third limit was age-related, but as it was added, the younger generation of consumers was chosen, which do not oppose the resistance to the intention of using AI in banking financial services.
Future research directions will have to seriously consider the importance of AI in the financial and banking sector, but always considering the degree of development of digital products, but also the role of HR in promoting them, but also in challenging not only the young generation to use them, but also the other generations, in order to improve the benefits of both individual and financial and banking institutions.

Figure no. 1 :
Figure no.1: Model structuralSource: authors processing2.Research methodologyThe purpose of this study was to use the TAM model to show the impact of internal variables (the role of HR specialists in the banking system) and external variables (AI and digital product innovation), TAM-specific PU and PE, on the intention to continue using AI in the banking financial system.Tools used for analysis -SPSS and PLS-SEM (Partial Least Squares Structural Equation Modeling) which is a statistical technique that estimates cause-and-effect relationships using latent and observable variables(Hair et al., 2017) and estimates the association between latent variables(Jena, 2023).The study sample -the study was conducted among 150 persons, young consumers of ebanking services from Romania for the reasons also mentioned by Isa et al (2022), adding that older people need more time and confidence to use digital financial services and AI, indicating a higher degree of resistance to technological adoption(Andalib &  Hashim, 2018).Data collection -According to the requirements of compiling a sample to use PLS-SEM, a total of 200 respondents would be needed to reduce the likelihood of biases in the results obtained(Boomsma & Hoogland, 2001).The method of convenience and snowball was used as a research method to find the right people for the analysis.Each team member offered to complete the physical and online questionnaire at his/her workplace, to colleagues from the same department or from other departments, friends, acquaintances, students, master students, doctoral students, provided that they are in groups up to 30 years old and have used e-banking and AI services.The participants were informed about the purpose of the research and that the data obtained will be used only for scientific purposes.Sample profile -57.3% of respondents are men and 43.7% women.Out of the 150 respondents, 67% have bachelor's degrees, 74.7% are from urban areas.Of the total, (Bharti et al., 2023), 2022)age, banking professionals provide customers with new experiences, satisfaction and retention, leading to increased profitability(Shakina et al., 2021), loyalty, engagement and trust in banks using digital products and services(Bhattacharya & Sinha, 2022), transparency, social influence, awareness(Bharti et al., 2023).Thus, the following hypotheses have been proposed: H1b-The role of HR in using e-banking products has a positive effect on PU, (Lai, 2017)e of HR in using e-banking products has a positive effect on PEU, H2-The role of HR in the use of e-banking products has a positive effect on the Intention to use AI in FBS.1.3.PU and PEU and the intention to use AI in the banking financial systemTAM analyses the extent to which technology is accepted and used in human-computer interaction(Granic & Maranguni, 2019)and is widely used in various fields of activity(Lai, 2017), including banking (Hossain et al., 2020; Ali et al., 2021; AlKailani, 2016).TAM is based on two factors: perceived utility (PU-which refers to performance growth based on the use of new technologies) and perceived ease of use (PEU-which refers to accepting new technologies with minimal effort) (Na et al., 2022).A study was conducted among 261 banking specialists in Saudi Arabia and indicated positive effects of PU on AI adoption in banking activities (AL Qahtani & Alsmairat, 2023).PU in e-banking is an important aspect explaining the intention to use these services (Malaquias & Hwang, 2019), which offer unique services available at any time, from anywhere (Yoon & Steege, 2013; Shankar & Jebarajakirthy, 2019).Some studies are indicating the influence of PU and PEU on e-banking (Deb & Lomo-David, 2014; Ezzi, 2014; Olasina, 2015; Ali, 2021; Wentzel et al., 2013; Ahmad, 2018).The Internet has improved convenience for customers and PEU is very important due to the complex transactions they can easily make (Riquelme & Rios, 2010) even from their mobile phone (Zhang et al., 2018).The intention to adopt and use e-banking was system (AL Qahtani & Alsmairat, 2023; Bharti et al., 2023; Alshari & Lokhande, 2023; Thomas et al., 2023; Lee & Chen, 2022; Carranza et al., 2021).