Utilization of artificial intelligence in the banking sector: a systematic literature review

Fares O. H., Butt I., Lee S. H. M.

Journal of Financial Services Marketing, vol.28, no.4, pp.835-852, 2023 (ESCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 28 Issue: 4
  • Publication Date: 2023
  • Doi Number: 10.1057/s41264-022-00176-7
  • Journal Name: Journal of Financial Services Marketing
  • Journal Indexes: Emerging Sources Citation Index (ESCI), Scopus, ABI/INFORM, Business Source Elite, Business Source Premier
  • Page Numbers: pp.835-852
  • Keywords: Artificial intelligence, Digital innovations, Retail banking, Customer journey map, Systematic literature review
  • TED University Affiliated: No


© 2022, The Author(s), under exclusive licence to Springer Nature Limited.This study provides a holistic and systematic review of the literature on the utilization of artificial intelligence (AI) in the banking sector since 2005. In this study, the authors examined 44 articles through a systematic literature review approach and conducted a thematic and content analysis on them. This review identifies research themes demonstrating the utilization of AI in banking, develops and classifies sub-themes of past research, and uses thematic findings coupled with prior research to propose an AI banking service framework that bridges the gap between academic research and industry knowledge. The findings demonstrate how the literature on AI and banking extends to three key areas of research: Strategy, Process, and Customer. These findings may benefit marketers and decision-makers in the banking sector to formulate strategic decisions regarding the utilization and optimization of value from AI technologies in the banking sector. This study also provides opportunities for future research.