ARTIFICIAL INTELLIGENCE AND PERSONALIZED FINANCIAL MARKETING: IMPLICATIONS FOR FINANCIAL INCLUSION AND CUSTOMER ENGAGEMENT

Overall, both AI Adoption and Personalised Financial Marketing have a positive and statistically significant influence on Financial Inclusion and Customer Engagement within financial services. Both independent variables proved statistically significant in explaining the dependent variable, with Personalised Financial Marketing carrying the larger effect. Beyond streamlining operations, predictive analytics, and intelligent customer interaction, AI has a more direct role in shaping customer experience and encouraging uptake of formal financial services through personalised marketing. The findings further show that AI can support more tailored financial offerings, wider customer reach, and deeper relationships, central goals of customer-centric marketing. The relatively modest explanatory power of both regression models indicates that other technological, behavioural, and institutional factors also influence financial inclusion and customer engagement. Taken together, the results highlight the value of financial institutions adopting AI responsibly, alongside ethical data practices, transparency, and customer-focused service design, to deliver maximum value and support inclusive digital finance. These findings offer practical direction for banks, fintech firms, marketers, and regulators pursuing sustainable digital transformation and inclusion.

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