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Exploring AI in Marketing of Financial Products: Strengthening Global Financial Institutions
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Author(s): Surendra Tiwari (Institute of Technology and Science, India), Puneet Kumar (Institute of Technology and Science, India), Kavita Tiwari (Ajay Kumar Garg Institute of Management, India)and Nitin Saxena (INMENTEC, Ghaziabad, India)
Copyright: 2025
Pages: 20
Source title:
Artificial Intelligence in Peace, Justice, and Strong Institutions
Source Author(s)/Editor(s): Christian Kaunert (Dublin City University, Ireland), Anjali Raghav (Sharda University, India), Kamalesh Ravesangar (Tunku Abdul Rahman University of Management and Technology, Malaysia), Bhupinder Singh (Sharda University, India)and Budi Agus Riswandi (Universitas Islam Indonesia, Indonesia)
DOI: 10.4018/979-8-3693-9395-6.ch006
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Abstract
With growing competition in the financial sector and changing consumer expectations, AI-driven technologies like machine learning, predictive analytics, and automation tools are proving indispensable for improving customer engagement and operational efficiency. The chapter investigates different uses of AI, such as tailored advertising campaigns, predictive modelling to predict consumer actions, and automation solutions such as chatbots that improve customer support. This chapter ultimately gives actionable insights to financial institutions looking to leveraging AI to improve their marketing approach and solidify their position in the market.
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