Artificial intelligence in customer-facing financial services: a systematic literature review and agenda for future research

PurposeThe objective of this study is to provide a systematic review of the literature on artificial intelligence (AI) in customer-facing financial services, providing an overview of explored contexts and research foci, identifying gaps in the literature and setting a comprehensive agenda for future...

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Bibliographic Details
Published in:International journal of bank marketing 2022-09, Vol.40 (6), p.1299-1336
Main Authors: Hentzen, Janin Karoli, Hoffmann, Arvid, Dolan, Rebecca, Pala, Erol
Format: Article
Language:English
Subjects:
Algorithms
Artificial intelligence
Bank marketing
Chatbots
Credit scoring
Financial services
Literature reviews
Machine learning
Marketing
Systematic review
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Summary:PurposeThe objective of this study is to provide a systematic review of the literature on artificial intelligence (AI) in customer-facing financial services, providing an overview of explored contexts and research foci, identifying gaps in the literature and setting a comprehensive agenda for future research.Design/methodology/approachCombining database (i.e. Scopus, Web of Science, EBSCO, ScienceDirect) and manual journal search, the authors identify 90 articles published in Australian Business Deans Council (ABDC) journals for investigation, using the TCCM (Theory, Context, Characteristics and Methodology) framework.FindingsThe results indicate a split between data-driven and theory-driven research, with most studies either adopting an experimental research design focused on testing the accuracy and performance of AI algorithms to assist with credit scoring or investigating AI consumer adoption behaviors in a banking context. The authors call for more research building overarching theories or extending existing theoretical perspectives, such as actor networks. More empirical research is required, especially focusing on consumers' financial behaviors as well as the role of regulation, ethics and policy concerned with AI in financial service contexts, such as insurance or pensions.Research limitations/implicationsThe review focuses on AI in customer-facing financial services. Future work may want to investigate back-office and operations contexts.Originality/valueThe authors are the first to systematically synthesize the literature on the use of AI in customer-facing financial services, offering a valuable agenda for future research.
ISSN:0265-2323
1758-5937
DOI:10.1108/IJBM-09-2021-0417