Evaluation of the Role of Artificial Intelligence Tools in the Development of Financial Services and Marketing

Abstract

Artificial intelligence (AI), as one of the transformative technologies, has had a significant impact on the development of financial services and marketing. In the financial services sector, these tools enhance productivity and security by analyzing vast amounts of data, managing risk, preventing fraud, and offering personalized services. In marketing, AI improves customer experience and campaign effectiveness through customer behavior analysis, targeted campaign design, and process automation. Additionally, the integration of financial and marketing data via AI creates a seamless experience for customers and optimizes costs. Despite challenges such as privacy protection and implementation costs, solutions like formulating transparent data policies, training human resources, and investing in infrastructure can ensure the success of these tools. This study aims to evaluate the role of AI tools in the development of financial services. The statistical population of this research consists of all financial and marketing managers. The necessary data was collected through a questionnaire from 86 managers and staff members of financial and marketing departments in knowledge-based companies in Tehran, who were selected using non-probability, simple, and convenient sampling methods. Partial Least Squares (PLS) method and SAMART-PLS software were used to test the model. The evaluation results indicate that AI tools are capable of processing and analyzing large datasets, leading to more accurate decision-making in financial services (such as customer credit assessment) and marketing (such as customer behavior analysis). Despite challenges such as implementation costs and privacy issues, the intelligent use of these technologies can bring about a dramatic transformation in organizational performance and competitiveness.