Abstract
This paper investigates the relationship between artificial intelligence (AI), and digital marketing in the Jordanian banking sector. It outlines the main implications of information gathering, data modelling, and processing & delivery, as well, the importance of human communication and ethical implications. Banks need a coherent foundation when employing AI. This paper provides a theoretical background for AI developers, policymakers and marketers in the banking sector, and academics. Despite the extensive employment of artificial intelligence in numerous global and local businesses, few studies addressed the use of AI in the Jordanian banking sector. As well, AI has rapidly changed digital marketing practices, particularly in the light of the Coronavirus (COVID_19) pandemic. Banks in Jordan are oblivious to the challenges they face when integrating AI into their digital marketing services. This paper derives a general framework for integrating AI techniques into digital marketing practices in Jordanian banks. Recommendations designed to assist banks in targeting their clients more efficiently also presented in this paper.
Highlights
Artificial intelligence has enabled companies to understand clients in an unprecedented way, so many companies are soliciting to adopt artificial intelligence to improve their business practices (Boerman et al, 2017; Canhoto & Clear, 2020)
This paper is considered a theoretical contribution to integrating artificial intelligence (AI) into digital marketing in commercial banks operate in Jordan
Numerous reports indicated that there is a reluctance of people in Jordan to financial services due to many factors, as well as people in rural areas outside the big cities have no desire to have official bank accounts
Summary
Artificial intelligence has enabled companies to understand clients in an unprecedented way, so many companies are soliciting to adopt artificial intelligence to improve their business practices (Boerman et al, 2017; Canhoto & Clear, 2020). Contrariwise to most of the developing countries, account ownership in Jordan has stagnated since 2011 and stopped progressing, indicating that the use of financial products is low, as pointed the report only 16% of Jordanian adults used their bank accounts for savings and 14% of adults for borrowing from a financial institution. These indicators remain critical for financial inclusion as well. AI capabilities can be exploited by not ignoring those factors associated with clients, which leads to less fear of potential services and products that employees have difficulty explaining to clients (Lacasse et al, 2016)
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