The Role of Artificial Intelligence in Banking Service Transformation and Business Strategy

Abstract

The digital transformation of the Fourth Industrial Revolution has driven banks to adopt Artificial Intelligence (AI) as a key strategy to enhance efficiency, security, and competitiveness. This study aims to analyze the application of AI in the banking sector through a systematic literature review of some academic articles published last five years. The findings reveal that AI plays a pivotal role in five areas: customer service, fraud detection, robo-advisors, decision support systems, and accounting information systems. AI-powered chatbots improve customer satisfaction and loyalty, while machine learning proves effective in detecting fraud in real time. Robo-advisors expand access to investment opportunities, although they still face trust-related barriers. AI-based decision support accelerates credit analysis, and integration into accounting systems enhances reporting accuracy and transparency. AI is not merely an operational tool but a holistic business strategy. Nevertheless, ethical issues, data protection, and customer resistance remain challenges that must be addressed to fully optimize the long-term benefits of AI in banking.