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Trust and Compliance in Financial Services: A Comparative Study of Human-Led Versus AI-Led Teams Using Behavioral and Neuroscientific Measures

Author

Listed:
  • Asli Gul Kurt

    (HEC Montréal
    HEC Montéal)

  • Sylvain Sénécal

    (HEC Montréal
    HEC Montéal)

  • Pierre-Majorique Légér

    (HEC Montéal
    HEC Montréal)

  • Jared Boasen

    (HEC Montéal)

  • Ruxandra Monica Luca

    (HEC Montréal
    HEC Montéal)

  • Yany Grégoire

    (HEC Montréal
    HEC Montéal)

  • Muhammad Aljukhadar

    (HEC Montréal
    HEC Montéal)

  • Constantinos Coursaris

    (HEC Montéal
    HEC Montréal)

  • Marc Fredette

    (HEC Montéal
    HEC Montréal)

Abstract

The use of Human-AI teams is becoming more common in service contexts. However, customers do not always trust the recommendations of AI agents. We draw on social identity theory to show that trust in human-led teams is higher than in AI-led teams. We use behavioral (questionnaires on trust and compliance) and neuroscientific measures (EEG) to investigate customer perceptions. We demonstrate that individuals invest more cognitive effort when faced with recommendations from AI-led service providers. This is corroborated by higher alpha-band activity in the AI-led team condition. We also show that individuals trust AI-led teams less and are less likely to comply with their recommendations. We contribute to social identity theory and propose that managers adopt different communication styles when they employ human-led versus AI-led teams.

Suggested Citation

  • Asli Gul Kurt & Sylvain Sénécal & Pierre-Majorique Légér & Jared Boasen & Ruxandra Monica Luca & Yany Grégoire & Muhammad Aljukhadar & Constantinos Coursaris & Marc Fredette, 2025. "Trust and Compliance in Financial Services: A Comparative Study of Human-Led Versus AI-Led Teams Using Behavioral and Neuroscientific Measures," Lecture Notes in Information Systems and Organization,, Springer.
    • Handle: RePEc:spr:lnichp:978-3-031-71385-9_5
    DOI: 10.1007/978-3-031-71385-9_5
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