Implementation Strategies for an AI-Based Value Creation Model in the Iranian Banking Industry

Rapid technological developments and the emergence of intelligent technologies have exposed the banking industry to a redefinition of its missions and value creation models. Artificial intelligence (AI), as one of the most significant drivers of digital transformation, has the capability to revolutionize banking processes and generate new forms of value. The present study aims to identify and explain the strategies for implementing an AI-based value creation approach in the Iranian banking industry. This research is applied in purpose and qualitative in method, based on the grounded theory approach. The sampling was conducted theoretically, and data were collected through semi-structured interviews with 18 experts in banking and information technology. The data were analyzed in three stages: open, axial, and selective coding. The findings revealed four key strategies: (1) redesigning the institutional architecture of banks for digital agility, (2) strengthening interactions with the innovation ecosystem through collaboration with fintechs and academic institutions, (3) enhancing organizational adaptability to the technology life cycle through continuous learning and agile software development, and (4) gradual transition toward data-driven and secure intelligent banking. The results indicate that implementing an AI-based value creation framework in the banking industry is not merely a technological initiative but requires strategic alignment among technology, human resources, and organizational culture. Adopting a gradual and learning-oriented approach can lead to sustainable value creation, improved efficiency, and enhanced customer experience, thereby facilitating managerial and policy-making decisions in the era of digital transformation.