The impact of applying artificial intelligence on banking marketing performance

An analytical study the opinions on a sample of workers in the government public sector in Najaf Governorate

Abstract

   The current research project aims to determine the relationship of the impact of applying artificial intelligence on banking marketing performance by analyzing the opinions of a sample of employees in some branches of government banks in the Najaf Governorate. The research starts from a problem  of weakness in banking marketing performance due to weak interest in adopting artificial intelligence. Banking is the field of study, and through the above, the problem of the study can be framed with the main question: What is the impact of applying artificial intelligence on marketing performance in the banks studied.

   To address the problem of the study, the necessary information was collected by adopting the study scale (questionnaire form), then classifying and analyzing the data using approved statistical methods, and the questionnaire data was analyzed using statistical analysis programs (SPSS v.23), (SMART PLS), and ( MICROSOFT EXCEL),  descriptive analytical approach was adopted in dealing with the problem. The study sample is represented by (120) workers in government bank branches in Najaf Governorate.

   The study reached conclusions, the most important of which is the existence of a positive and significant influence relationship for artificial intelligence on the marketing performance of the banks studied. The study concluded with a set of recommendations, the most important of which is the necessity of adopting artificial intelligence applications in the banks studied r to enhance marketing performance therein