The rapid advancement of Artificial Intelligence (AI), particularly generative AI, has significantly transformed the financial services industry, impacting areas such as algorithmic trading, fraud detection, customer relationship management, and automated advisory services. However, the integration and perception of these technologies within the sector are profoundly influenced by journalistic narratives. This study explores the mediating role of media portrayals on the adoption of generative AI in financial services, aiming to bridge the research gap regarding the impact of journalistic narratives on technological integration. Utilizing a theoretical framework that combines the Diffusion of Innovations Theory and Media Dependency Theory, the study examines how various journalistic narratives are understood by key financial industry players, including executives, technologists, and front-line staff, and how these narratives influence their operational and strategic decisions regarding AI adoption. A quantitative research design, comprising surveys with closed-ended and open-ended questions, is employed to gather data from professionals within the financial sector. The survey assesses respondents’ perceptions of generative AI, their exposure to journalistic narratives, and the influence of these narratives on their decision-making processes. The findings indicate a high level of engagement with AI-related news among financial professionals, with a significant portion of respondents acknowledging that media narratives greatly influence their perceptions of AI technologies. The study reveals diverse views on the optimism and fairness of media coverage, highlighting that while some financial professionals perceive the media as predominantly optimistic, others believe that the risks associated with AI are not adequately represented. The implications of these findings are multi-faceted. For media practitioners, the study underscores the importance of balanced and comprehensive reporting on AI, addressing both its benefits and potential risks. Financial professionals are encouraged to critically engage with media narratives and seek diverse sources of information to form well-rounded opinions. Policymakers are advised to consider the influence of media on technology adoption and develop guidelines to ensure accurate and balanced media representations. This study contributes to the understanding of the complex interplay between journalistic narratives and the adoption of generative AI in financial services. It provides valuable insights for media professionals, financial industry stakeholders, and policymakers to navigate the evolving landscape of AI, ensuring informed and balanced technological integration. Future research should continue to explore the nuances of media influence on AI adoption across diverse geographic and institutional contexts, integrating both qualitative and quantitative methodologies for deeper insights.