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Indian Journal of Marketing

ISSN: 0973-8703 Frequency: Monthly Peer Review: Double-blind Published since: 1968 Language: English
A publication of AMCPL
amcon.co.in
New Delhi, India
Indexed in: Scopus Q3 UGC-CARE Group II ABDC: C Google Scholar J-Gate NAAS NISCAIR Crossref

Original Article

Open Access Original Article

Adoption of AI in the Banking Industry : A Case Study on Indian Banks

Subhajit Pahari1Aruna Polisetty2Soma Sharma3Rimjhim Jha4Debarun Chakraborty5

1 Assistant Professor, Symbiosis Centre for Management Studies, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, Nagpur - 440 008, Maharashtra.

2 Assistant Professor, Symbiosis Centre for Management Studies, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, Nagpur - 440 008, Maharashtra.

3 Assistant Professor, Symbiosis Institute of Business Management, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, Nagpur - 440 008, Maharashtra.

4 Assistant Professor, Symbiosis Institute of Business Management, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, Nagpur - 440 008, Maharashtra.

5 Associate Professor, Symbiosis Institute of Business Management, Nagpur, Constituent of Symbiosis International (Deemed University), Pune, Nagpur - 440 008, Maharashtra.

Volume 53
Issue 3
Pages 26–41
Year 2023
Received: Nov. 10, 2022 Published: March 1, 2023
Abstract

The Indian banking sector has been at the forefront of accepting innovative technologies and has been changing over time. Indian banks are utilizing AI-powered technologies to automate labor-intensive operations, reduce operational costs, and increase revenue growth potential. Already, machines handle a large portion of mundane tasks. In order to increase security and transparency in payment fraud detection and prevention systems, financial institutions are also utilizing artificial intelligence (AI). But in recent days, Indian banks are facing huge issues with regard to AI adoption and implementation, which needs further investigation. The present work is a case study considering two leading private banks in India. The study revealed the critical driving force of AI maturity and the key concern areas that need to be adequately addressed to ensure long-term success regarding AI adoption in the Indian banking sector.

Keywords Banking Sector AI Adoption AI Challenges AI Maturity Paper
How to Cite

Subhajit Pahari, Aruna Polisetty, Soma Sharma, Rimjhim Jha, Debarun Chakraborty (2023). Adoption of AI in the Banking Industry : A Case Study on Indian Banks. Indian Journal of Marketing, 53(3), 26–41. https://doi.org/10.17010/ijom/2023/v53/i3/172654

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