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Impact of Artificial Intelligence (AI) on Marketing for Retail Banking

Impact of Artificial Intelligence (AI) on Marketing

Published on Aug 24, 2023

AI has become an essential part of our lives because it has greatly aided numerous industries, but it has a particularly significant impact on retail banking marketing because it fulfills client demands and tailors offerings to suit those needs. We'll talk about how AI is assisting with retail banking marketing in this blog. 

Have you thought about how you receive recommendations or ads for specific services? 

Effective marketing hinges on understanding customer preferences. Knowing and catering to these preferences can significantly enhance your ability to promote your services. This enables you to offer content that resonates with customers and present offerings aligned with their interests. AI plays a pivotal role in discerning customer preferences by analyzing their transactions and investments. This empowers AI to display pertinent ads or offers that match their interests. AI personalizes experiences for each individual. For example, if you're considering educational loans, AI will showcase ads about personalized loan options. AI assists with suggestions and query resolution across various aspects. 

Read more: Understanding the US-China Tension: Economic Rise, History, and Looming Challenges 

Impact of AI

Receiving responses to inquiries and suggestions can indeed be valuable, wouldn't you agree? 

AI serves as an instrumental solution for addressing a spectrum of consumer inquiries, encompassing matters spanning transactions, credit cards, and loans. The presence of AI, often embodied as a chatbot, offers a significant advantage, effectively functioning as a financial advisor accessible at any time. This dynamic capability is conducive to enhanced marketing, as customer queries are efficiently resolved within minutes, streamlining the experience. Beyond query resolution and suggestions, AI assumes the role of a vigilant sentinel, promptly alerting individuals to any anomalous or suspicious activities. This vigilance not only aids in curbing fraud but also fosters consumer trust, thereby bolstering retention rates. Some of the global top-notch companies are increasingly enhancing their personalized customer experiences by adopting numerous innovative methods. For instance, JP Morgan Chase (U.S.) employs AI to study customer data and deliver personalized product recommendations, such as suggesting credit cards or investment options that suit the customer's spending and saving patterns. Similarly, DBS Bank (Singapore) uses an AI-powered chatbot called "POSB digibot" to handle customer queries and provide instant assistance, enhancing customer service efficiency and accessibility. Bank of America utilizes AI to analyze customer behavior and preferences, automating the creation of personalized marketing campaigns and offers. 

According to a recent article in MarTech Advisor, 62% of marketers think AI is poised to significantly affect subscriber engagement. AI provides crucial insights on which campaigns will perform best for various market segments, which will help marketers track user interactions and predict future interests and disinterests throughout the customer journey. AI-powered marketing automation tools were likely to gain further traction. These tools help banks create and manage targeted marketing campaigns, optimizing their effectiveness and ensuring messages reach the right audience. 

Artificial Intelligence

Read more: How is Artificial Intelligence Shaping the Future of the BFSI Sector? 

There are always two sides to a coin. 

In the context of marketing within retail banking, the positive effects are often accompanied by certain drawbacks. While the implementation of AI-driven personalization holds considerable promise, it necessitates comprehensive access to customer information for customization purposes. However, this requirement for extensive data access can potentially infringe upon customer privacy, leading to discomfort and concerns. As a result, this privacy challenge could potentially erode the level of trust customers place in the bank's services. Finding a delicate equilibrium between reaping the benefits of AI-enabled personalization and addressing these privacy and trust concerns becomes imperative in driving a successful and sustainable marketing strategy within the retail banking sector

In the realm of retail banking, substantial financial outlays are requisite for the integration of advanced technologies. These investments encompass not only initial implementation costs but also ongoing maintenance expenditures. Unfortunately, this commitment to cutting-edge technology isn't always conducive to cost efficiency. The significant financial burden associated with both adoption and maintenance underscores the financial challenges faced by retail bankers seeking to leverage these innovative solutions. 

Read more: Employing Data and Analytics to Drive a Strong Marketing Strategy 

Artificial Intelligence on Marketing


To summarize, effectively incorporating artificial intelligence (AI) into retail banking requires careful precision. Recognizing the mixed impact of AI, retail banks must strategically manage its implementation to overcome potential hurdles. This involves preserving customer trust by ensuring AI doesn't harm relationships and prioritizing thorough data collection. Investments in advanced data analytics platforms would enable banks to gain deeper insights into customer behavior, preferences, and trends. These insights would guide marketing strategies and product development. 

Striking a balance between personalization, privacy, customer satisfaction, and operational expenses is essential. By skillfully leveraging AI's benefits and proactively addressing its limitations, retail banks can pave the way for improved customer experiences, streamlined operations, and long-term growth. 

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