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

Abstract

Purpose

The 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/approach

Combining 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.

Findings

The 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/implications

The review focuses on AI in customer-facing financial services. Future work may want to investigate back-office and operations contexts.

Originality/value

The 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.

Citation

Hentzen, J.K., Hoffmann, A., Dolan, R. and Pala, E. (2022), "Artificial intelligence in customer-facing financial services: a systematic literature review and agenda for future research", International Journal of Bank Marketing, Vol. 40 No. 6, pp. 1299-1336. https://doi.org/10.1108/IJBM-09-2021-0417