2025, Vol. 6, Issue 2, Part R
Consequences of AI enabled digital marketing: Empirical evidence from Indian financial services sector
Author(s): Saloni Agrawal and Prerna Kumar
Abstract: The rapid growth of artificial intelligence (AI) has significantly transformed digital marketing, particularly in the financial services sector. This study investigates the consequences of AI-enabled digital marketing in Indian financial institutions, focusing on customer perceptions, behavioral outcomes, and organizational effectiveness. Using empirical analysis, five key factors were identified: product relevance and personalization, trust in AI and marketing, decision-making and consumer experience, credibility and accuracy, and efficiency and simplicity. Findings suggest that AI-driven marketing enhances personalization, customer engagement, and satisfaction, while ethical concerns such as data privacy and algorithmic bias remain critical challenges. The study highlights the importance of transparency and responsible AI adoption for building customer trust and sustaining competitive advantage. However, limitations include low sampling adequacy, sector-specific focus, and the rapidly evolving nature of AI technologies. Overall, the research provides valuable insights for financial service managers seeking to leverage AI responsibly for improved customer-centric growth.
DOI: 10.22271/27084515.2025.v6.i2r.900
Pages: 1695-1700 | Views: 184 | Downloads: 94
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How to cite this article:
Saloni Agrawal, Prerna Kumar. Consequences of AI enabled digital marketing: Empirical evidence from Indian financial services sector. Asian J Manage Commerce 2025;6(2):1695-1700. DOI: 10.22271/27084515.2025.v6.i2r.900
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