GENERATIVE AI IN MARKETING WITH SPECIAL REFERENCE TO BANKING INDUSTRY

Abstract

Generative Artificial Intelligence (GenAI) is rapidly reshaping how banks design, produce, and personalize marketing communications. This paper examines the adoption, applications, and strategic implications of GenAI in banking marketing, drawing on industry market-sizing data, adoption surveys, and documented case studies from global and regional banks. The global GenAI-in-banking market is estimated to grow from roughly $1.4 billion in 2025 to over $4 billion by 2030, reflecting a compound annual growth rate above 23%. Within this trend, marketing has emerged as one of the most visible use-case categories, spanning hyper-personalized offers, conversational chatbots, automated content generation, and AI-optimized campaigns. The paper analyses quantitative adoption data across banking functions, evaluates consumer sentiment toward AI-generated content and personalization, and presents illustrative case studies including Wells Fargo, Bradesco, HDFC Bank, and Axis Bank. It further discusses the operational benefits — cost reduction, speed, and precision — alongside key risks such as data privacy, regulatory compliance, model hallucination, and brand-trust erosion. The paper concludes with strategic recommendations for banks seeking to responsibly scale generative AI within their marketing function.