The Five Emerging Business Models of Fintech for AI Adoption, Growth and Building Trust

Zarifis, Alex; Cheng, Xusen

doi:10.1007/978-3-031-33665-2_4

Cited by 2 publications

(1 citation statement)

References 25 publications

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“…Generative AI unlocks new dimensions in customers' and, in the case of governments, citizens' engagement experience by generating human-like text, images, audio, and other outputs based on patterns and human prompts. Businesses across all industries are seeing generative AI as a next-gen approach to artificial intelligence, enabling them to automate both mundane and complex tasks [25,26].…”

Section: Artificial Intelligencementioning

confidence: 99%

A Vision of the Future: Harnessing Artificial Intelligence for Strategic Social Marketing

Evans,

Bardus,

French

2024

Businesses

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Artificial intelligence (AI) is transforming much of society in a short time. Regardless of whether we know it, we interact with AI systems when we seek information online, shop, work, and engage with social media. AI has massive potential to promote human wellbeing but also poses considerable risks, as set out in an open letter signed by leaders in the field, such as Geoffrey Hinton, the “Godfather of AI”. This paper examines how AI can be used as a powerful tool to change pro-social behaviors as part of social marketing programs. We examine opportunities to build on existing efforts to use AI for pro-social behavior changes and the challenges and potential risks that AI may pose. The specific aims of the paper are to explore how AI can be used in social marketing policy, strategy development, and operational delivery. We also explore what this means for future social marketing practice. We present an overview of case studies from the social marketing field and the application of AI in the past, present, and future. We examine the following key question: can these new technologies can be used to promote social good, and if so, how? Through examples from policy, strategy development, operations, and research in social marketing, we examine how AI has been used and successfully applied to improve consumer outcomes and analyze its implications for social marketing. We conclude that AI has substantial promise but also poses some challenges and has potential negative impacts on efforts to promote pro-social behavior changes. Used well, AI may enable social marketers to more rapidly assess how to modify programs of action to ensure maximum efficiency and effectiveness. We suggest future research and programs within this field.

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Section: Artificial Intelligencementioning

confidence: 99%

A Vision of the Future: Harnessing Artificial Intelligence for Strategic Social Marketing

Evans,

Bardus,

French

2024

Businesses

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Leadership in Fintech Builds Trust and Reduces Vulnerability More When Combined with Leadership in Sustainability

Zarifis

2024

Sustainability

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Financial technology (Fintech) and sustainability are two of the main drivers in the transformation of many organizations. New innovative technologies create new services for consumers. The focus on sustainability is a necessary reaction to the many challenges faced by organizations and, more broadly, society. The motivation to support these is, therefore, clear, but not all organizations move forward on both with the same enthusiasm. Leaders in Fintech do not always prioritize operating in a sustainable way. It is, therefore, important to explore and identify the synergies between Fintech and sustainability. One important aspect of this transformation is the consumers’ perspective, particularly the trust they have, their personal information privacy concerns, and the vulnerability they feel. It is important to clarify whether leadership in Fintech, with sustainability leadership, is more beneficial than leadership in Fintech on its own. This research evaluates consumers’ trust, privacy concerns, and vulnerability in the two scenarios separately and then compares them. Survey data is analyzed using Partial-Least Squares Structural Equation Modeling (PLS-SEM) and Multi-group Analysis (MGA). The findings show that leadership in both Fintech and sustainability builds trust more, which in turn reduces vulnerability more. Privacy concerns are lower when sustainability leadership and Fintech leadership come together; however, their combined impact was not found to be sufficiently statistically significant in this study.

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The Five Emerging Business Models of Fintech for AI Adoption, Growth and Building Trust

Cited by 2 publications

References 25 publications

A Vision of the Future: Harnessing Artificial Intelligence for Strategic Social Marketing

A Vision of the Future: Harnessing Artificial Intelligence for Strategic Social Marketing

Leadership in Fintech Builds Trust and Reduces Vulnerability More When Combined with Leadership in Sustainability

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