Authors: Dr. Mohan Cherian, Dr. Shivani Nigam, Dr. Ankita Mulasi and Dr. Ranjith P.V

ISBN: 978-81-69857-49-9

DOI: https://doi.org/10.59646/796

Date of Publication: August 21, 2026

Cite this book: Mohan C, Shivani N, Ankita M and Ranjith P.V, (2026), AI-Driven Marketing in Financial Services, San International Scientific Publications, ISBN: 978-81-69857-49-9, DOI: https://doi.org/10.59646/796

Preface

Artificial Intelligence (AI) is rapidly transforming financial services marketing by enabling organizations to move from traditional, broadly targeted communication toward intelligent, predictive, personalized, and data-driven customer engagement. Banking, insurance, investment management, wealth management, and capital markets generate vast volumes of customer, transactional, behavioral, and market data, creating significant opportunities for AI to support customer segmentation, predictive analytics, personalization, content generation, campaign optimization, relationship management, and service design. AI-Driven Marketing in Financial Services presents a comprehensive examination of these developments and their implications for modern financial marketing. The book begins with the foundations of AI-driven marketing, introducing the convergence of artificial intelligence and financial services marketing, the distinctive characteristics of the financial sector, the evolution from traditional marketing to AI-native approaches, and the major components of the AI marketing technology stack. It provides marketers with an accessible understanding of machine learning, deep learning, generative AI, predictive AI, natural language processing, and computer vision, emphasizing the technical literacy required to work effectively with intelligent systems. The subsequent chapters explore AI-driven customer segmentation, dynamic personas, predictive analytics, customer lifetime value, behavioral insights, sentiment analysis, and customer intelligence.

The book then examines AI across the marketing mix, covering personalization, product recommendations, generative AI for content creation, campaign management, conversational AI, chatbots, virtual assistants, programmatic media buying, and AI-optimized marketing campaigns. These capabilities are further connected with AI-powered CRM, next-best-action marketing, customer journey orchestration, service experience design, proactive intervention, robo-advisory, and hybrid human-AI advisory models. Dedicated chapters address applications in banking, insurance, investments, and capital markets, demonstrating how AI can support product-specific marketing strategies and strengthen customer engagement, trust, and value creation. A significant emphasis is placed on the responsible use of AI in financial marketing. Data privacy, security, consent, transparency, explainability, algorithmic bias, fairness, accountability, and consumer trust are examined as essential dimensions of AI adoption. The book also considers AI marketing performance measurement, marketing technology architecture, organizational readiness, and change management, helping readers connect AI investments with measurable marketing outcomes. Finally, the book explores emerging developments such as agentic AI and autonomous marketing systems while emphasizing that trust, human judgment, and responsible governance will remain fundamental to the future of financial services.

Designed for students, researchers, educators, marketing professionals, financial-sector practitioners, and technology-oriented business leaders, this book combines conceptual understanding with practical applications and case-based perspectives. It aims to help readers understand not only what AI can do in financial marketing, but also how it can be strategically implemented to create meaningful, personalized, measurable, and trustworthy customer experiences. The book therefore serves as a foundation for understanding the continuing transformation of financial services marketing in an increasingly intelligent and connected digital economy.