A study on the role of ai in marketing financial services: Adoption, tools, and impact on customer engagement

Abstract

Through AI, financial services marketing is evolving and now helps businesses to improve targeted services, stop fraud, and stay connected to their customers. In this research, we measure how customers in finance respond to AI by using statistics and results from real examples. Secondary data drawn from published sources from 2018 to 2021 showed that the use of AI in finance has grown quickly and consumers are using it more. Because of better lead conversions, higher retention, and individual marketing success, research shows AI improves how clients interact with a business. Correlation research confirms that using AI in marketing helps predict customer actions and, in turn, increase the success of marketing. This report identifies different research needs, dealing with cybersecurity for financial transactions, how AI is used ethically, and AI marketing restrictions. The next suggestions ought to prioritize fairness in algorithms, safety backed by blockchain technology, and AI’s role in predicting future results. The research we added helps ensure that AI is used ethically and in the best way to serve financial services marketing. Better AI tools in marketing will help the financial industry become more reliable, safe, and effective for all involved.