Year: 2025
Type: article
Study design: Observational Study
Abstract: The integration of Artificial Intelligence (AI) into digital marketing has significantly transformed consumer engagement, particularly within the financial services industry. This study investigates the antecedents of AI-enabled digital marketing for financial products in India, where rapid digitalization and rising consumer expectations demand more personalized and trustworthy solutions. A structured questionnaire was administered to 150 respondents, capturing perceptions toward AI-driven financial marketing on a five-point Likert scale. The data was analyzed using SPSS software followed by Principal Component Analysis (PCA) with Varimax rotation to extract underlying four key antecedents—Personalization & Trust, Credibility & Reliability, Efficiency & Overload and Ethical & Customer Experience concerns — which together explained 38.45% of the total variance. Results indicate that personalization and trust emerged as the most influential drivers of consumer acceptance, while concerns regarding fairness, transparency, and information overload highlight the need for cautious implementation. The study provides actionable insights for financial brand managers to design transparent, reliable, and customer-centric AI-enabled marketing strategies.
Authors: Saloni Agrawal, Prerna Kumar
Institution: Devi Ahilya Vishwavidyalaya
Language: English
Topic: AI in Service Interactions
Subfield: Artificial Intelligence
Field: Computer Science
Domain: Physical Sciences
Open Access status: hybrid
OpenAlex ID: W4414704790
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