Role of AI and Big Data in Personalised Financial Marketing: Insights from the Indian Banking Sector

The rapid adoption of Artificial Intelligence (AI) and Big Data has transformed financial marketing worldwide, with Indian banks increasingly leveraging these technologies to enhance personalisation and customer engagement. This study examines the extent, impact and challenges of AI and Big Data adoption in the Indian banking sector, focusing on personalised financial marketing. Primary data were collected from 53 bank employees across public, private, cooperative and regional rural through an online survey. Descriptive statistics and non-parametric tests, including the Wilcoxon Rank-Sum Test, were employed to analyse the data. The findings indicate that banks using AI and Big Data determine significantly higher frequency of personalised marketing and achieve better response rates in digital campaigns compared to the other banks. Personalised offers and AI chatbots emerged as the most widely implemented tool, while predictive analytics and fraud detection had less emphasis in marketing applications. Despite these benefits, the study finds that banks face considerable challenges, particularly concerns regarding data privacy, high costs of implementation, customer resistance to AI-driven services besides shortage of skilled employees. The study concludes that while AI and Big Data offer strong possibility to improve customer-centric marketing, their effectiveness depends on addressing privacy, cost and skill-related barriers. The research adds to the literature of AI in financial marketing through insights from the Indian setting where adoption is increasing. Future studies are suggested to incorporate customer voice, undertake comparative and longitudinal examination and examine the moral and regulatory consequences of AI-driven personalisation in banking.