The impact of perceived usefulness and ease of use of AI on AI ethics maturity level: Evidence from Iran & Pakistan ICT sector

Abstract

This study investigates the relationships between Perceived Ease of Use (PEOU), Perceived Usefulness (PU), and AI Ethics Maturity (AIE) within the two groups selected from ICT sectors in emerging markets, specifically Pakistan and Iran. By utilizing a survey-based quantitative approach, the research explores how these factors influence the ethical adoption of AI technologies in the selected groups. A total of 206 respondents (103 from each group) participated, and data were analyzed using descriptive statistics, reliability analysis, correlation analysis, and regression models. The findings reveal a statistically significant positive relationship between PEOU and AIE, suggesting that easier-to-use AI systems contribute to enhanced ethical maturity. However, AI's perceived usefulness (PU) was not significantly correlated with AIE, highlighting that perceived utility alone does not drive ethical AI adoption. Additionally, a strong positive correlation was found between PEOU and PU. These findings underline the importance of user-friendly AI systems in promoting ethical AI practices while indicating that organizational and cultural factors may also play a pivotal role in shaping AI ethics maturity. This study contributes to the growing body of literature on AI ethics in emerging markets and provides valuable insights for policymakers and practitioners aiming to enhance AI adoption and governance.