International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 8, Issue 1 (January-February 2026) Submit your research before last 3 days of February to publish your research paper in the issue of January-February.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 8 Issue 1
January-February 2026

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

AI-Driven Personalization in Marketing: Impact of Artificial Intelligence on Tailored Marketing Campaigns in the Indian Banking Sector

Author(s) Dr. seema yadav
Country India
Abstract The integration of artificial intelligence (AI) into marketing has transformed customer engagement strategies, particularly in the banking sector where personalization and trust are critical determinants of competitive advantage. AI-driven personalization enables banks to analyze customer data and deliver customized products, services, and communications in real time. This study empirically examines the impact of AI-driven personalization on customer engagement, customer satisfaction, and purchase intention in the Indian banking sector, while also evaluating the moderating role of customer privacy concerns. Using a quantitative research design, primary data were collected from 320 customers of public and private sector banks in India through a structured questionnaire. Data analysis was conducted using SPSS, employing descriptive statistics, reliability testing, correlation analysis, and multiple regression analysis. The results indicate that AI-driven personalization significantly and positively influences customer engagement and satisfaction, which subsequently enhance purchase intention. However, privacy concerns were found to negatively moderate the relationship between AI-driven personalization and purchase intention. The findings contribute to the growing body of literature on AI-enabled marketing by providing empirical evidence from an emerging economy context. The study offers valuable managerial insights for banking institutions to design effective, ethical, and customer-centric AI-driven marketing strategies while addressing data privacy concerns.
Keywords Artificial Intelligence; Personalized Marketing; Banking Sector; Customer Engagement; Customer Satisfaction; Purchase Intention; India
Field Arts
Published In Volume 8, Issue 1, January-February 2026
Published On 2026-02-04
DOI https://doi.org/10.36948/ijfmr.2026.v08i01.67684
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 8 Isu 1Cover Page Vol 7 Isu 6Cover Page Vol 7 Isu 5

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9687-828-838 editor@ijfmr.com