Article’s

This study examines the determinants influencing AI tool adoption among clients of a full-service regional brokerage firm in India. Using primary data collected from active investors, the study analyses the impact of awareness, trust, social influence, ease of use, and technical literacy on perceived usefulness of AI tools. Statistical techniques, including correlation, ANOVA, chi-square, and regression analysis, were employed. Results indicate that the combined behavioural and technological factors significantly predict perceived usefulness, explaining 54.8% of the variance (R² = 0.548, p < 0.001). Client tenure shows a strong positive relationship with prior AI exposure (r = 0.705, p < 0.001), while demographic variables such as age, gender, and occupation show no significant influence. The study concludes that AI integration in financial services is primarily a behavioural and trust-driven challenge, and recommends hybrid human-AI advisory models, phased rollouts, and client education initiatives as key strategies for sustainable adoption. Keywords: Artificial Intelligence, Client Adoption, Financial Services, Perceived Usefulness, Technology Acceptance, Brokerage Industry