مجلة الاقتصاد والمالية
Volume 12, Numéro 2, Pages 400-413
2026-06-01
Digital Transformation And Artificial Intelligence In Banking Marketing: Enhancing Customer Relationship, Case Of The Banque Extérieure De L’algérie
Authors : Lakahal Farida .
Abstract
Digital transformation has become a central challenge for banking institutions facing growing demands for service quality and personalized customer relationships. In this context, artificial intelligence (AI) represents a strategic tool for modernizing banking marketing practices. This study investigates the role of AI within the BanqueExtérieured’Algérie (BEA) using a mixed-methods approach combining a survey of 300 customers and a semi-structured interview with a senior manager. The findings indicate that AI enhances customer relationship management, improves marketing efficiency, and supports decision-making. However, its effectiveness depends on digital maturity, human competencies, and organizational readiness. The study highlights both the challenges and strategic prospects of AI-driven marketing transformation in the Algerian banking sector.
Keywords
Artificial Intelligence ; Digital Transformation ; Banking Marketing ; Customer Relationship Management ; Algeria
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