ROLE OF AI IN IMPROVING CONSUMER SATISFACTION TOWARDS INTERNET BANKING SERVICES IN BHOPAL

There is a constant development in the technology with the advent of Internet Banking Services. Contemporarily, the integration of Artificial Intelligence with the Internet Banking Services has brought a revolution to the banking sector. AI driven technologies such as chatbots, virtual assistants, and predictive analytics, enable banks to offer 24/7 support, instant query resolution, and customized financial advice, significantly reducing response times and operational costs. Moreover, AI-driven customization provides customized banking solutions, such as investment recommendations and spending analyses, catering to individual preferences and enhancing satisfaction. However, certain challenges are being faced by the consumers while using the AI integrated Internet Banking Services, including trust, security, personal interaction and limitations in solving complex queries. Like any other sector, banking sector and even digital banking sector need technological advancements to be at par with others. As AI technology evolves, its role in enhancing internet banking services will continue to expand, fostering a more consumer-centric approach in the banking sector. The paper attempts to explore the role of AI in improving consumer satisfaction by examining its impact on consumer awareness, experience and the challenges faced while using the AI integrated baking services. This study follows descriptive and analytical research and is based on primary data collected through questionnaire from the respondents using Internet Banking Services and have awareness of Artificial Intelligence.