Background: AI based Robo advisory (AIRA) services has gain lot of traction post great financial crisis of 2008. As these digital advisory services had been introduced as cost effective, algorithmic driven, and 24*7 availability, there was a lot of buzz around them. Nevertheless, it has been highlighted consistently by academic researchers that investors exhibit resistance to adopt Robo advisory services. By virtue of it, the objective is to explain those resistant factors that impact investors intention to use them. Methods: A conceptual framework has been developed by integrating Dual Factor theory. The hypotheses were framed and then tested using Smart PLS version 24. Results: Our results demonstrated that all inhibitors viz. perceived risk (PR), switching costs (SC), and level of awareness (LOA) exhibit significant effect in forming behavioural intention to use AIRA. Conclusion: This empirical paper has been able to highlight some of the key inhibitors that actually influence investors to forming their behavioural intention to use AIRA services.