THE ROLE OF ARTIFICIAL INTELLIGENCE FOR ENHANCING CUSTOMER EXPERIENCE – AN EMPIRICAL STUDY IN INDIAN BANKING SECTOR

Artificial intelligence (AI) quickly changes the Indian banking sector to improve the quality of customer service. This empirical study considers how AI technology can increase customer satisfaction, work efficiency and service provision of Indian banks. He explores the influence of artificial intelligence tools such as artificial intelligence tools. Expect personalized financial services for interaction with predicted dialogue bots and customers and analyze data from large banks that have made decisions based on artificial intelligence. Thanks to the non -common financial company (NBFC), which provides more advanced functions, Indian banks must integrate AI to maintain competitiveness. AI helps to determine consumer preference and can be used to provide individual products for customers. This study accepts an integrated approach to data collection of bank customers. In order to get an idea for the experience of working with AI at the bank, we conducted a survey to evaluate the use of chat bots on the online banking platform. Quantitative analysis using the index of relative importance identifies the primary use options that consumers rank in ranking. The correlation between Spearman is used to determine the relationship between the two factors most often mentioned. This study provides practical recommendations to banks that expand their understanding of AI's influence on the change of Indian banking industry and use AI technology to improve the quality of customer services and alleviate possible problems.