AI-Driven Promotion Platforms: Increasing Customer Engagement in Banking

Year : 2025 | Volume : 12 | Issue : 01 | Page : 87 92
    By

    Shubham Metha,

  1. Master of Science, Department of Management Science, Harrisburg University of Science and Technology, Buffalo, New York, United States of America

Abstract

Artificial Intelligence has been in talk since data was considered as an asset. Using this data, prolific information has been extracted to gather detailed information and create datasets. Artificial intelligence is shaping the narrative of the world in the 21st century. It has become a driving force behind innovation, influencing various industries and redefining traditional practices. Artificial intelligence has revolutionized customer engagement strategies across industries, particularly Banking. This study explores the role of AI-based promotions platforms enhancing customer engagement, personalized promotions, and driving business growth. By leveraging advanced machine-learning algorithms and data analytics, banks can segment their customer base, analyze spending patterns, and design customized promotions that resonate individual preferences. This approach not only increases customer loyalty but also drives revenue growth and strengthens brand positioning. This customer-centric approach not only fosters greater customer loyalty but also contributes to increased revenue streams and strengthens brand positioning in a competitive market. This research aims to provide actionable insights for banking institutions to design and implement effective AI-powered promotional strategies while addressing ethical and operational considerations. It also examines the challenges faced by the banking sector in integrating AI, emphasizing the importance of transparency, accountability, and fairness in AI systems. The study explores how AI can enhance customer engagement, optimize marketing campaigns, and drive personalized financial services. Additionally, it highlights the need for robust regulatory frameworks and ethical guidelines to ensure that AI-driven initiatives align with both customer expectations and societal values. By addressing these elements, the research seeks to bridge the gap between technological advancements and responsible implementation in the banking sector.

Keywords: Artificial intelligence, customer engagement, banking, marketing, promotions, campaigns, customer satisfaction, business growth

[This article belongs to Journal of Artificial Intelligence Research & Advances ]

How to cite this article:
Shubham Metha. AI-Driven Promotion Platforms: Increasing Customer Engagement in Banking. Journal of Artificial Intelligence Research & Advances. 2025; 12(01):87-92.
How to cite this URL:
Shubham Metha. AI-Driven Promotion Platforms: Increasing Customer Engagement in Banking. Journal of Artificial Intelligence Research & Advances. 2025; 12(01):87-92. Available from: https://journals.stmjournals.com/joaira/article=2025/view=193239


References

  1. Gerling C, Lessmann S. Leveraging AI and NLP for Bank Marketing: A Systematic Review and Gap Analysis. arXiv preprint arXiv:2411.14463. 2024 Nov 17.
  2. Yau KL, Saad NM, Chong YW. Artificial intelligence marketing (AIM) for enhancing customer relationships. Appl Sci. 2021 Sep 15; 11(18): 8562.
  3. Davenport T, Guha A, Grewal D, Bressgott T. How artificial intelligence will change the future of marketing. J Acad Mark Sci. 2020 Jan; 48: 24–42.
  4. Verma S, Sharma R, Deb S, Maitra D. Artificial intelligence in marketing: Systematic review and future research direction. Int J Inf Manag Data Insights. 2021 Apr 1; 1(1): 100002.
  5. Gacanin H, Wagner M. Artificial intelligence paradigm for customer experience management in next-generation networks: Challenges and perspectives. IEEE Netw. 2019 Feb 15; 33(2): 188–94.
  6. Roetzer P, Kaput M. Marketing artificial intelligence: AI, marketing, and the future of business. BenBella Books, Dallas, Texas; 2022 Jun 28.
  7. Huang MH, Rust RT. A strategic framework for artificial intelligence in marketing. J Acad Mark Sci. 2021 Jan; 49: 30–50.
  8. Vyshnevska A. (2023). 110 Incredible Artificial Intelligence Statistics – Master of Code. [Online]. Master of Code Global. Available from: https://masterofcode.com/blog/ai-statistics
  9. Insider Intelligence. (2018 Mar 6). AI in Marketing: How Machine Learning is Transforming Marketing. [Online]. Business Insider. Available from: https://www.businessinsider.com/ai-marketing-report-2018–3
  10. Chatterjee S, Ghosh SK, Chaudhuri R, Nguyen B. Are CRM systems ready for AI integration? A conceptual framework of organizational readiness for effective AI-CRM integration. Bottom Line. 2019 Jun 19; 32(2): 144–57.
  11. Nazim Sha S, Rajeswari M. Creating a brand value and consumer satisfaction in E-commerce business using artificial intelligence with the help of vosag technology. International Journal of Innovative Technology and Exploring Engineering (IJITEE). 2019; 8(8): 1510–5.
  12. Nguyen QN, Sidorova A. Understanding user interactions with a chatbot: A self-determination theory approach. 24th Americas Conference on Information Systems. 2018.
  13. Anayat S, Rasool G. Artificial intelligence marketing (AIM): connecting-the-dots using bibliometrics. J Mark Theory Pract. 2024 Jan 2; 32(1): 114–35.
  14. Jung C, Mehta S, Kulkarni A, Zhao Y, Kim YS. Communicating visualizations without visuals: Investigation of visualization alternative text for people with visual impairments. IEEE Trans Vis Comput Graph. 2021 Sep 30; 28(1): 1095–105.
Regular Issue Subscription Review Article
Volume 12
Issue 01
Received 19/12/2024
Accepted 02/01/2025
Published 09/01/2025
270

Login


My IP

PlumX Metrics