Does Organizational Support Still Matter for Artificial Intelligence Adoption? Evidence from a Quasi-experimental Study in a Thai Commercial Bank

Artificial intelligence (AI) is increasingly embedded in organizational workflows, and employees can access and experiment with AI tools through ‘Bring Your Own AI’ practices. Wider access raises a theoretical question about whether organizational support (OS) continues to guide technology acceptance once AI access is not institutionally constrained. Prior research has examined OS in Technology Acceptance Model 3 (TAM3) mainly through correlational and structural equation modelling-based designs, and causal inference remains limited. A quasi-experimental, posttest-only 2 × 2 vignette design was used in a Thai commercial bank with 591 employees to address this gap. Participants received either a supportive or a non-supportive organizational scenario, and scenarios were assigned across frontline and back-office roles. Attitudes towards AI and intentions to use AI were measured and analyzed using a two-way multivariate analysis of variance. Results indicate a significant causal effect of OS on both outcomes, and job type moderated the effects with stronger gains among back-office employees. The findings align with TAM3’s intervention logic and refine its application through job type as a task-based boundary condition in AI-enabled work settings. The study also strengthens causal inference in AI adoption research and clarifies how OS guides employee responses under widespread AI access.