16. AI IN THE BANKING SECTOR BETWEEN OPPORTUNITIES AND RISKS

The rapid development of artificial intelligence (AI) creates new possibilities for improving the performance of the banking sector in terms of efficiency, quality of customer service, and management of associated risks. At the same time, the use of AI in banking brings some ethical issues and risks related to the management and protection of customers' personal information. This research intends to investigate the advantages and disadvantages of using artificial intelligence in banking, based on the current literature available in academia, industry and regulatory bodies. As a result of the analysis, several conclusions will be made regarding the necessity of the involvement of the bank's management in cooperation with the regulatory authorities in this sphere. Moreover, the need for implementing appropriate ethical frameworks of management of AI will be highlighted as well as insufficient attention to the cost of investment in this field. This research underscores the importance of having strong governance structures in place to ensure proper use of innovation while working alongside regulatory bodies. Finally, the study highlights the need for conducting empirical studies that would help define the boundaries of using artificial intelligence in the banking sector and its impact on customer loyalty.

HAJOUI, LOUBNA; AZDI, GHIZLANE

Revue Marocaine de Recherche en Management et Marketing (2025)

Vol. 17 N° 2 (2025)

DOI: 10.48376/IMIST.PRSM/remarem-v17i2.67059

Import OAI-PMH · Identifiant source : oai:revues.imist.ma:article/67059