Künstliche Intelligenz entlang der Customer Journey: Einsatzmöglichkeiten im digitalen Marketing in der Finanzbranche

Abstract

This bachelor thesis examines the possible applications of artificial intelligence in digital marketing along the customer journey in the financial sector. The motivation for this study arose from the need to integrate innovative technologies such as AI in traditional sectors such as the financial industry in order to counter changing market conditions and increasing competitive pressure. The thesis is divided into seven chapters, four of which systematically examine the theoretical foundations and practical fields of application of AI. After an introduction to the problem and objectives, the first part explains artificial intelligence and its main types as well as relevant technologies such as deep learning and natural language processing. The second part is dedicated to the customer journey, describing its phases from needs recognition to customer loyalty and discussing the role of technological innovations. The third part addresses the specific challenges of the financial sector, including regulatory requirements and the handling of sensitive data. The fourth part focuses on specific AI applications along the customer journey and shows how AI supports the various sales phases. Methods such as personalized profiling, predictive analytics, and the use of chatbots and voice assistants are presented in detail. For the empirical study, qualitative expert interviews were conducted with specialists from marketing and sales in the financial sector. The results show that the use of AI offers advantages in terms of personalization and increased efficiency in marketing, but also poses challenges in terms of data protection, ethical issues, and integration into existing processes. Finally, practice-oriented recommendations for the optimized use of AI in marketing in the financial sector are formulated. These include agile approaches, training employees in the use of AI systems and ensuring the transparency of AI decisions. The thesis ends with a conclusion and an outlook on future developments and fields of research in the field of artificial intelligence in digital marketing. Overall, the work shows that the use of artificial intelligence in digital marketing in the financial sector offers potential to improve customer service and increase operational efficiencies. At the same time, however, the challenges must be addressed in order to fully exploit the benefits and comply with ethical and legal standards.

Date of Award	2024
Original language	German (Austria)
Supervisor	Gerald Petz (Supervisor)