Investigating the effect of perceived convenience, personalization and improvement of service quality on the formation of customers' experience of using artificial intelligence through the mediating variable of trust

In today's world, it can be said that artificial intelligence has also affected the banking industry and has revolutionized many banking processes. The current research was conducted with the aim of "investigating the impact of perceived convenience, personalization and improving service quality on the formation of customer experience from the use of artificial intelligence through the intermediary variable of trust". The statistical population of this research is an unlimited number of customers of agricultural banks in Lamard city It is considered that 384 people have been considered as a sample by using the sampling done by Morgan's table. The measurement tool of this research was a standard questionnaire (Amin et al., 2019). After collecting the questionnaires, due to non-normality, the research data were analyzed using SMART PLS 3software. The results of the analysis showed that perceived convenience, personalization, improvement of service quality have an effect on customer trust, perceived convenience and improvement of service quality have an effect on customers' experience of artificial intelligence .