ASSESSING THE IMPORTANT FACTORS OF AI TECHNOLOGY FOR IMPROVING THE EFFICIENCY OF DIGITAL GOVERNANCE: A CASE STUDY OF AI CHATBOTS IN PUBLIC ADMINISTRATION SERVICES

This study investigates the role of AI chatbots in enhancing digital governance efficiency in developing countries, with a focus on organisational, governance, and ethical factors influencing technology adoption. The research employs the Technology Acceptance Model (TAM) and analyses survey data using Partial Least Squares Structural Equation Modelling (PLS-SEM) among public sector employees. The findings indicate that perceived ease of use and perceived usefulness significantly influence the attitudes of users towards the use and behavioural intentions to use AI chatbots. In addition, organisational and contextual factors such as efficiency and accountability, leadership and motivation, clear strategy and mindset-change, ethical AI regulation and adoption, and data management and security positively shape the perceptions of users of AI chatbot usefulness and their ease of use. This study contributes to the literature by extending traditional TAM-based research, which often manages governance and institutional dimensions, particularly in developing country contexts. It also provides practical implications for policymakers and public sector managers aiming to improve service delivery efficiency through AI-enabled solutions. The results highlight the importance of aligning technological adoption with governance readiness, ethical oversight, and organisational capacity for effective AI integration in the public sector.

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