Smart Money, Smarter Marketing: Fintech’s AI Evolution on Social Platforms

Mahalakshmi S. (), Bharath H. (), Kavitha Desai () and Narayani Ramachandran ()
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Mahalakshmi S.: Jain Deemed-to-Be University
Bharath H.: Jain Deemed-to-Be University
Kavitha Desai: SVKM’s NMIMS School of Business Management
Narayani Ramachandran: SVKM’s NMIMS School of Business Management

A chapter in Trends and Challenges of Electronic Finance, 2025, pp 353-372 from Springer

Abstract: Abstract Artificial intelligence (AI) and social media marketing integration has emerged as a key player in the quickly changing fintech industry, changing the way start-ups and financial institutions engage with their target markets. Fintech organizations may create customized and focused marketing campaigns that effectively reach specific consumers on social media platforms by leveraging AI’s advanced algorithms and data analytics. AI helps marketers make better decisions by providing insights into consumer behavior, preferences, and trends through the analysis of massive volumes of data. The improvement of client engagement is one of the most important effects of AI on the social media evolution of fintech. Financial organizations may improve customer experience by instantly providing assistance and efficiently addressing questions and problems with Chabots that are powered by artificial intelligence. Fintech companies can also use AI-powered sentiment analysis tools to determine how the public feels about their brand or certain goods, which enables prompt answers and interventions. Furthermore, AI enables predictive analytics, which helps financial companies anticipate client demands and industry trends and customize their solutions accordingly. Proactively staying ahead of the curve in a market that is becoming more and more competitive not only improves client happiness but also propels business growth. The use of AI in fintech social media marketing does, however, come with certain drawbacks, including worries about algorithm biases, data privacy, and the moral ramifications of AI-driven decision-making. To enable responsible AI implementation in the fintech sector, these challenges must be carefully considered and addressed with strong regulatory frameworks. The integration of AI into fintech social media marketing represents a revolutionary development that presents unmatched chances for tailored interaction, data-driven understanding, and creativity within the financial services sector.

Keywords: Fintech; Artificial intelligence; Social media marketing; Personalized marketing; Chabots; Market trends (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1007/978-981-96-3304-3_20

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