Proceedings of the International Conference on Recent Advancements and Modernisations in Sustainable Intelligent Technologies and Applications (RAMSITA 2025)

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Artificial Intelligence: Unlocking New Frontiers of Customer-Centric Banking

Authors
Amrita Baid More1, Arpan Shrivastava2, *, Nidhi Nigam3
1Assistant Professor, Department of Management Studies, Medicaps University, Indore, India
2Associate Professor, IPS Academy, Institute of Business Management and Research, Indore, India
3Assistant Professor, Acropolis Institute of Technology & Research, Indore, India
*Corresponding author. Email: arpan.mitm@gmail.com
Corresponding Author
Arpan Shrivastava
Available Online 26 May 2025.
DOI
10.2991/978-94-6463-716-8_23How to use a DOI?
Keywords
Customer Experience; Artificial Intelligence; Personalized Customer Service
Abstract

This study examines the role of Artificial Intelligence (AI) in enhancing customer service, with a particular focus on personalized services and post-sales support in the banking sector. The research is centered on AU Bank’s branches in Indore, India, utilizing a mixed-methods approach. A quantitative survey was conducted with approximately 90 customers, complemented by qualitative interviews with bank managers, to assess AI’s impact on customer satisfaction and operational efficiency. Findings of the study indicate that AI accounts for 32.8% of the variance in overall customer experience. The introduction of AI-driven personalized customer service explains 22.9% of this variance, while AI’s role in after-sales support contributes only 7%. These results align with prior predictions regarding AI’s effectiveness in post-sales services. Further, AU Bank leverages AI by automating routine operational tasks, thereby enhancing service personalization. This allows customers to experience seamless interactions without frequent human intervention. However, challenges such as language barriers and the need for constant AI model updates limit its effectiveness, particularly in post-sales support. AI is poised to revolutionize customer experience in banking. However, to fully realize its potential, sustained investments in AI infrastructure, data security, and regional adaptability are essential. Future research should explore AI’s long-term impact on customer loyalty and business performance, along with its adaptability across diverse cultural and linguistic contexts.

Copyright
© 2025 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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Volume Title
Proceedings of the International Conference on Recent Advancements and Modernisations in Sustainable Intelligent Technologies and Applications (RAMSITA 2025)
Series
Advances in Intelligent Systems Research
Publication Date
26 May 2025
ISBN
978-94-6463-716-8
ISSN
1951-6851
DOI
10.2991/978-94-6463-716-8_23How to use a DOI?
Copyright
© 2025 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.

Cite this article

risenwbib
TY  - CONF
AU  - Amrita Baid More
AU  - Arpan Shrivastava
AU  - Nidhi Nigam
PY  - 2025
DA  - 2025/05/26
TI  - Artificial Intelligence: Unlocking New Frontiers of Customer-Centric Banking
BT  - Proceedings of the International Conference on Recent Advancements and Modernisations in Sustainable Intelligent Technologies and Applications (RAMSITA 2025)
PB  - Atlantis Press
SP  - 274
EP  - 286
SN  - 1951-6851
UR  - https://doi.org/10.2991/978-94-6463-716-8_23
DO  - 10.2991/978-94-6463-716-8_23
ID  - More2025
ER  -