Examining and Prioritizing the Impacts of Artificial Intelligence Usage: The Golden Key to Successful Marketing in the Banking System

Document Type : Research Paper

Author

Assistant Prof., Department of Management, Faculty of Commerce and Trade, College of Management. University of Tehran, Tehran, Iran.

10.22059/frj.2025.387854.1007688

Abstract

Objective
In today’s rapidly globalizing and digitalizing world, various industries face numerous challenges, including swift changes in demand, intense competition, and cultural diversity. Similarly, the financial and banking services sector has experienced fundamental transformations within these complex environments. In the meantime, artificial intelligence, as a new and transformative technology, has played an important role in smart financial institutions and banking. Therefore, the purpose of the study is to investigate the impact of using artificial intelligence in banking services marketing trends.
 
Methods
This study is applied in purpose and employs a mixed-methods approach (qualitative and quantitative) in nature. In the qualitative phase, data were collected through semi-structured interviews with 20 experts in private banking and artificial intelligence. Thematic analysis was used to analyze the data, resulting in the identification of 8 main themes and 54 sub-themes. In the quantitative phase, the Analytic Hierarchy Process (AHP) method was applied to prioritize the main themes.
 
Results
The results of this study showed that the most important impacts identified include reducing operating and advertising costs, minimizing human error, improving decision-making accuracy, increasing the speed of banking operations, and enhancing the customer experience. In the ranking of the main themes, minimizing human error was identified as the most significant impact, while improving resource management had the least impact.
 
Conclusion
Artificial intelligence technology can currently pave the way for a dramatic transformation in this industry and create a different future for this field. Artificial intelligence can facilitate customer credit assessment based on customer behavior. It can help institutions by learning and remembering applicable laws in the field of customer identification and anti-money laundering measures. Early identification and prevention of cybersecurity threats that can threaten the country's banks today is another application of this technology in the financial field. By increasing automation in various banking processes, this technology can increase productivity and speed of work. Chatbots based on artificial intelligence can also easily interact with customers, answer their questions, and guide them in using banking services. It can be said that the banking system is competing with each other to use artificial intelligence and also to provide practical services based on artificial intelligence technology. Undoubtedly, this technology can be considered one of the important drivers of the banking industry in the coming years, and serious steps should be taken towards its development and application. Finally, The banking system operates in a competitive arena for the application of artificial intelligence and the delivery of functional services based on it. As one of the key drivers of the banking industry in the coming years, this technology demands serious attention to its development and implementation.

Keywords

Main Subjects

References

 
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Financial Research Journal
Volume 28, Issue 1
2026
Pages 1-26

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