Research on the Application and Development of AI Intelligent Marketing in the Financial Services Industry

DOI

10.2991/978-94-6239-830-6_17How to use a DOI?

Keywords

AI intelligent marketing; financial services; big data profiling; large models; precision marketing; Digital Transformation

Abstract

The iterative advancement of digital intelligent technologies has propelled the financial services industry into a new phase of intelligent transformation. Traditional financial marketing faces industry challenges such as high customer acquisition costs, insufficient precision, service homogenization, delayed risk control, and weak user engagement, making it difficult to meet the personalized, scenario-based, and real-time financial demands of the new era. AI-powered intelligent marketing, leveraging core technologies like machine learning, large model algorithms, natural language processing, and user profiling modeling, reconstructs the entire financial marketing chain—including customer acquisition, outreach, conversion, retention, and risk control—becoming a pivotal tool for financial institutions to reduce costs, enhance efficiency, optimize customer experiences, and build differentiated competitive advantages. This paper systematically defines the core connotations and technical architecture of AI-powered financial intelligent marketing, reviews its current applications across six key scenarios: precise customer acquisition, personalized recommendations, intelligent content generation, omnichannel outreach, risk prevention and control, and customer operations. Through quantitative comparisons in tabular form, it contrasts the model differences and efficacy advantages between traditional financial marketing and AI-driven intelligent marketing. The study also conducts an in-depth analysis of core industry challenges, including data barriers, compliance risks, inadequate technical adaptation, and talent system gaps. Finally, it forecasts industry trends from five dimensions: technological iteration, scenario deepening, compliance development, talent cultivation, and ecosystem construction. The research aims to refine the theoretical framework of intelligent financial marketing and provide theoretical support and practical insights for the intelligent transformation of financial institutions such as commercial banks, insurance, and securities firms.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yanruixue Xie
PY  - 2026
DA  - 2026/11/14
TI  - Research on the Application and Development of AI Intelligent Marketing in the Financial Services Industry
BT  - Proceedings of the 6th International Conference on Internet Finance and Digital Economy (ICIFDE 2026)
PB  - Atlantis Press
SP  - 203
EP  - 215
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-830-6_17
DO  - 10.2991/978-94-6239-830-6_17
ID  - Xie2026
ER  -