Algorithmic Management and the Impact of AI on Marketing Decision-Making Processes in Banking Customer Relations

Abstract

As the banking sector navigates digital transformation and shifting customer behaviors, artificial intelligence has emerged as a cornerstone of algorithmic management. Despite this shift, existing literature lacks a comprehensive framework that integrates algorithmic management with marketing decision-making governance. This study addresses this scientific gap by investigating the transition from intuitive marketing to a data-driven paradigm. The methodology consists of an integrative literature review, analyzing forty seminal contributions identified through Scopus, ScienceDirect, and Emerald Insight between 1991 and 2026. The thematic synthesis of these sources suggests that automation reconfigures segmentation and targeting processes while significantly altering managerial roles and performance metrics. This conceptual contribution introduces the original Augmented Decision Cycle (ADC) model, providing a strategic framework for managing human-machine collaboration. The findings emphasize the necessity of ethical governance and explainability to maintain digital trust and organizational agility in an increasingly automated financial ecosystem.

Classification JEL: M12, M15, M31, G21, O33, C88

Paper Type: Theoretical research