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Impact of Artificial Intelligence On Customer Experience in Indian Banking: A Comparative Study of SBI and ICICI
Subject area: Management and Commerce · Area of research: Banking
Abstract
This study explores the transformative role of Artificial Intelligence (AI) in the Indian banking sector, with a comparative focus on the State Bank of India (SBI) and ICICI Bank. It examines how AI technologies?such as chatbots, predictive analytics, fraud detection, and robotic process automation?have enhanced customer service, improved risk management, and increased operational efficiency. While both banks have integrated AI across various functions, the analysis reveals that ICICI Bank has achieved greater financial performance, evidenced by higher averages in Return on Assets (ROA), Return on Equity (ROE), and Net Profit Margin (NPM). The study uses statistical tools such as correlation and t-tests to assess the financial impact of AI adoption. Findings indicate that ICICI Bank?s more aggressive and sophisticated use of AI has led to better asset utilization, profitability, and customer engagement compared to SBI. The research highlights the importance of AI as a strategic enabler for future banking growth, innovation, and competitiveness.
How to cite this paper
@article{1708618,
author = {Saurabh Kumar},
title = {Impact of Artificial Intelligence On Customer Experience in Indian Banking: A Comparative Study of SBI and ICICI},
journal = {Iconic Research And Engineering Journals},
year = {2025},
volume = {8},
number = {11},
pages = {1614-1620},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1708618.pdf},
abstract = {This study explores the transformative role of Artificial Intelligence (AI) in the Indian banking sector, with a comparative focus on the State Bank of India (SBI) and ICICI Bank. It examines how AI technologies?such as chatbots, predictive analytics, fraud detection, and robotic process automation?have enhanced customer service, improved risk management, and increased operational efficiency. While both banks have integrated AI across various functions, the analysis reveals that ICICI Bank has achieved greater financial performance, evidenced by higher averages in Return on Assets (ROA), Return on Equity (ROE), and Net Profit Margin (NPM). The study uses statistical tools such as correlation and t-tests to assess the financial impact of AI adoption. Findings indicate that ICICI Bank?s more aggressive and sophisticated use of AI has led to better asset utilization, profitability, and customer engagement compared to SBI. The research highlights the importance of AI as a strategic enabler for future banking growth, innovation, and competitiveness.},
month = {May},
}