Tel: +998977838464
Search

No. 7 (2025)
Marketing

Articles

INNOVATION OPPORTUNITIES AND DEVELOPMENT PROSPECTS OF THE APPLICATION OF ARTIFICIAL INTELLIGENCE IN THE MARKETING OF BANKING SERVICES

Published 2025-07-31

Authors
Maxamadjanov Akbar Maxamadaliyevich
Affiliation
TDIU, Deputy Dean for Academic Affairs of the Faculty of Digital Economy and Information Technologies Phd, Associate Professor
PDF (Uzbek) Google Scholar Google Scholar

Abstract

The article explores the integration of artificial intelligence and digital technologies in banking marketing. The study highlights the role of machine learning, deep learning, RPA, and cloud technologies in improving banking services. Based on a conceptua l model, it demonstrates how data processing, customer segmentation, service personalization, and process automation enhance marketing efficiency. The findings confirm that these technologies strengthen banksʼ competitiveness, accelerate innovation, and su pport long -term customer relationships. 288

Keywords

artificial intelligence, banking marketing, digital transformation, CLV, RPA, FinTech, cloud technologies

References

  1. Adegoke, A. (2025). Leveraging predictive customer lifetime value in financial consulting to drive growth -focused service redesign strategies. International Journal of Advance Research Publication and Reviews, 2(6), 189 –211. https://doi.org/10.55248/gengpi.6.0625.2220
  2. Alao, O. (2025). Integrating business analysis with deep learning algorithms to enhance financial modelling and long -term ROI strategies. International Journal of Research Publication and Reviews. https://doi.org/10.55248/gengpi.6.0125.0660
  3. Chad, F. (2025). Financial technology and digital transformation in Islamic banks: Current realities and future outlook – A comparative study of Al Rajhi Bank (Saudi Arabia) and Qatar Islamic Bank. Retrieved from https://www.researchgate.net/publication/391204557
  4. Lopes, J. M., Massano -Cardoso, I., & Pedrosa, L. (2025). The role of artificial intelligence in mobile banking: Decoding Portuguese consumersʼ perceptions and intentions to engage. Future Business Journal, 11, 125. https://doi.org/10.1186/s43093 - 025-00510 -0
  5. Mogili, V . B. (2025). Empowering human -AI collaboration: Enterprise technology platforms and human expertise synergy in healthcare, finance, and scientific research. Journal of Computer Science and Technology Studies, 7(7), 57. https://doi.org/10.32996/jcsts.2025.7.7.57
  6. Moussa, M., & McMurray, A. (Eds.). (2025). The Palgrave handbook of breakthrough technologies in contemporary organisations. Springer. https://doi.org/10.1007/978 -981-96-2516 -1
  7. Ni, W., Chen, Q., Guo, X., & Liu, Y . (2025). Enhanced securities investment strategy using ISSA –SVM: A hybrid model combining adaptive moving average, support vector machine, and multi -strategy sparrow search algorithm for improved trend tracking and risk adjustment. Discover Applied Sciences, 7, 536. https://doi.org/10.1007/s42452 -025-07016 -y
  8. Sharma, V . (2021). The convergence of AI and RPA in financial services: Driving digital transformation in banking. International Journal of Innovative Research and Creative Technology, 7(5). https://doi.org/10.5281/zenodo.14763539
  9. Shkarlet, S., Dubyna, M., Shchur, R., & Shyshkina, O. (2025). The role of cloud technologies in modern development of banking institutions. Journal of Vasyl Stefanyk Precarpathian National University, 12(2), 143 –157. https://doi.org/10.15330/jpnu.12.2.143 -157
  10. Sunaryo, D., & Hamdan, D. A. P. (2025). Digital transformation in financial risk management: Opportunities, challenges, and future trends. Management Dynamics, 2(2). https://doi.org/10.70062/managementdynamics.v2i2.65
  11. Vuvor, C. M., Epifani, S., & Pulina, G. (2025). Exploring opportunities in Africaʼs dairy production: Digital transition as a catalyst for marketing innovation and value chain synergies – a systematic review. Frontiers in Animal Science, 6, 1632532. https://doi.org/10.3389/fanim.2025.1632532

Downloads

Download data is not yet available.