Redefining Banking in the Digital Age: An Analytical Study on AI-Driven Transformation in India
DOI:
https://doi.org/10.55829/8t69ed71Keywords:
Digital transformation, Banking, Artificial Intelligence, Machine learning, Chatbots, UPIAbstract
Since 2010, there has been a shift in Indian banking practices – from traditional brick-and-mortar banking to a digital transformation. The existing research suggests that banking is now more cost-effective thanks to digitalization, which has saved time, money, and labour. This paper examines the transformation of the Indian banking system since 2010, focusing on technology, Artificial Intelligence, and Machine learning, and on how customer experience has been improved through payment modes such as UPI and through chatbots. With a focus on digitalization and the effects of regulations, consumer adoption, and technological disruption, this paper presents the evolution that occurred and discusses the challenges that require policy actions, innovations, and ethical governance. A number of suggestions are given to policymakers, regulators, and institutions so that growth continues to be sustainable, inclusive, and secure.
References
Ashfaq, M., Yun, J., Waheed, A., Khan, M. S., & Farrukh, M. (2019). Customers' expectation, satisfaction, and repurchase intention of used products online: Empirical evidence from China. Sage Open, 9(2). https://doi.org/10.1177/2158244019846212
Bansal, C., Kumar, K., Goel, R., & Sharma, A. (2024). Analysis of barriers to AI banking chatbot adoption in India: An ISM and MICMAC approach. Issues in Information Systems. https://doi.org/10.48009/4_iis_2024_133
Brandtzaeg, P. B., & Følstad, A. (2018). Chatbots: Changing user needs and motivations. Interactions, 25(5), 38–43. https://doi.org/10.1145/3236669
Chandrasekaran, S., & Narayanan, M. (2024). Green banking initiatives in the Indian banking sector: A study on the digital transformation of banking services. Asian Journal of Management, 271–276. https://doi.org/10.52711/2321-5763.2024.00043
Deloitte. (2025). From frustration to delight: Designing the next generation of AI-powered banking chatbots. Deloitte Insights.
Department of Financial Services. (n.d.). Growth of various modes of digital payment. Ministry of Finance, Government of India.
Electronic banking and internet banking. (2018). UKDiss.com.
England, J. (2022). Technology in fintech and the story of online banking. Fintech Magazine.
Eriksson, K., Kerem, K., & Nilsson, D. (2005). Customer acceptance of internet banking in Estonia. International Journal of Bank Marketing, 23(2), 200–216. https://doi.org/10.1108/02652320510584412
Estonian Banking Association. (2002). Brief history: Estonian commercial banks 1988–2001.
Flinders, M., Smalley, I., & Schneider, J. (n.d.). AI fraud detection in banking. IBM.
Gai, K., Qiu, M., & Sun, X. (2018). A survey on FinTech. Journal of Network and Computer Applications, 103, 262–273. https://doi.org/10.1016/j.jnca.2017.10.011
Hanafizadeh, P., Keating, B. W., & Khedmatgozar, H. R. (2014). A systematic review of internet banking adoption. Telematics and Informatics, 31(3), 492–510. https://doi.org/10.1016/j.tele.2013.04.003
Haralayya, B. (2021). How digital banking has brought innovative products and services to India. Journal of Advanced Research in Quality Control and Management, 6(1), 16–18.
HDFC Bank. (2023). HDFC Bank annual report 2022–23.
Hill, J., Ford, W. R., & Farreras, I. G. (2015). Real conversations with artificial intelligence: A comparison between human–human online conversations and human–chatbot conversations. Computers in Human Behavior, 49, 245–250. https://doi.org/10.1016/j.chb.2015.02.026
Kothari, C. R. (2014). Research methodology: Methods and techniques (3rd ed.). New Age International Publishers.
Kumar, S., Kataria, R., & Kalia, S. (n.d.). UPI: Revolutionizing digital payments in India. Press Information Bureau.
Marak, Z. R., Pahari, S., Shekhar, R., & Tiwari, A. (2025). Factors affecting chatbots in banking services: The UTAUT2 and innovation resistance theory perspective. Journal of Innovation and Entrepreneurship, 14(1), 47. https://doi.org/10.1186/s13731-025-00514-8
Mathew, S. M., S, S., Joseph, S., & Abraham, M. (2024). Exploring the exponential growth of UPI in India: A study on digital payment transformation (2016–2024). Library Progress International, 44(3).
Mogaji, E., Balakrishnan, J., Nwoba, A. C., & Nguyen, N. P. (2021). Emerging-market consumers' interactions with banking chatbots. Telematics and Informatics, 65, 101711. https://doi.org/10.1016/j.tele.2021.101711
Munira, M. S. K. (2025). Digital transformation in banking: A systematic review of trends, technologies, and challenges. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.5161354
Ngo, T. T. A., Phan, T. Y. N., Nguyen, T. K., Le, N. B. T., Nguyen, N. T. A., & Le, T. T. D. (2025). Understanding continuance intention toward the use of AI chatbots in customer service among Generation Z in Vietnam. Acta Psychologica, 259, 105468. https://doi.org/10.1016/j.actpsy.2025.105468
Nguyen, T. H., & Le, X. C. (2025). Artificial intelligence-based chatbots—a motivation underlying sustainable development in banking. Cogent Business & Management, 12(1), 2443570. https://doi.org/10.1080/23311975.2024.2443570
NPCI. (n.d.). National Payments Corporation of India — Enabling digital payments in India.
Ochuko, R. E., Cullen, A. J., & Neagu, D. (2009). Overview of factors for internet banking adoption. 2009 International Conference on CyberWorlds, 163–170. https://doi.org/10.1109/CW.2009.51
Pal, S., & Singh, D. (2019). Chatbots and virtual assistants in Indian banks. Industrija, 47(4), 75–101. https://doi.org/10.5937/industrija47-24578
Rajbhar, R. (2025). The digital evolution of Indian banking: Transforming the financial landscape. International Journal of Scientific Development and Research.
Smith, K., Abbott, M., & Centonze, M. (2024). The age of AI: Banking's new reality.
Takieddine, S., & Sun, J. (2015). Internet banking diffusion: A country-level analysis. Electronic Commerce Research and Applications, 14(5), 361–371. https://doi.org/10.1016/j.elerap.2015.06.001
Tan, M., & Teo, T. S. H. (2000). Factors influencing the adoption of internet banking. Journal of the Association for Information Systems, 1, Article 5.
The Hindu Data Team. (2024). The rise of AI chatbots in India's banking sector. The Hindu.
Trivedi, J. (2019). Examining the customer experience of using banking chatbots and its impact on brand love: The moderating role of perceived risk. Journal of Internet Commerce, 18(1), 91–111. https://doi.org/10.1080/15332861.2019.1567188
ETGovernment.com. (2024). India's success with UPI offers replicable model for other nations.
Zhang, R. W., Liang, X., & Wu, S.-H. (2024). When chatbots fail: Exploring user coping following a chatbot-induced service failure. Information Technology & People, 37(8), 175–195. https://doi.org/10.1108/ITP-08-2023-0745
Downloads
Published
Issue
Section
License
Copyright (c) 2025 International Journal of Management, Public Policy and Research

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
