Paper Details

Name: A.Sivakumar, Sathishkumar.M
Country: India

Year: 2026
Volume: Volume No: 13, Issue: 1, Year: 2026
Page Number: 291-299
DOI: https://doi.org/10.5281/zenodo.20641928

Artificial Intelligence (AI) has emerged as a transformative force in the banking industry, particularly in the domain of digital marketing. Private sector banks have increasingly adopted AI technologies to enhance customer engagement, personalize financial services, optimize marketing campaigns, and improve operational efficiency. AI-driven tools such as predictive analytics, chatbots, recommendation systems, and automated marketing platforms enable banks to analyze large volumes of customer data and deliver targeted marketing strategies. The study adopts a quantitative research approach to examine the influence of artificial intelligence and digital marketing strategies in private sector banks. Primary data were collected through a structured questionnaire from bank customers. A sample size of 200
respondents was selected for the study using the convenience sampling technique, as it allows easy access to respondents and facilitates efficient data collection within the given time frame. The article examines the key dimensions of AI influence in digital marketing of banking services among private sector banks. It explores areas such as customer personalization, predictive analytics, chatbots and conversational marketing, targeted advertising, data-driven decision making, customer experience enhancement, fraud detection, and ethical considerations. The study highlights how AI-driven digital marketing helps private banks improve customer satisfaction, loyalty, and profitability while maintaining competitiveness in an increasingly digital financial ecosystem.