مجلة الاقتصاد والمالية
Volume 12, Numéro 2, Pages 292-310
2026-06-01
Leveraging Artificial Intelligence Tools To Support The Marketing Of Digital Banking Services: A Case Study Of Al Rajhi Bank
Authors : Khelifa Ahmed . Hacini Manal .
Abstract
This research aims to examine the role of artificial intelligence (AI) technologies in enhancing the effectiveness of digital marketing for banking services by analyzing how they are employed to improve customer targeting, personalize marketing campaigns, and boost engagement and satisfaction, with a focus on the experience of Al Rajhi Bank in the Kingdom of Saudi Arabia. The study highlights the strategic pillars relied upon by the bank—financial strength, a large customer base, and market dominance—and their role in supporting AI models and developing data-driven marketing. The digital results show significant achievements, including a +180% YoY growth in data-driven marketing revenues, an +80% YoY increase in digital customer engagement, and a 95% share of digitally active customers. AI technologies also contributed to enhancing digital personal financing experiences by 86% and raising the mobile app rating to 4.7/5. These results confirm that adopting AI-supported digital marketing strategies improves operational efficiency and marketing value for banks, aligning with the objectives of Saudi Vision 2030 to support digital transformation and innovation in the financial sector
Keywords
AI ; Digital Marketing ; Banking Services ; Customer
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