Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2020 Annual Conference

Employing Artificial Intelligence powered customer-analytics: A Case of Financial service sector

Published: May 27, 2020


Pooja Mohanty, ESADE Business School, Barcelona; Nuria Agell, ESADE Business School, Barcelona; Mònica Casabayó, ESADE Business School; Marc Torrens, ESADE Business School, Barcelona


Artificial-Intelligence; Customer-analytics; Digital-platform


Although artificial intelligence (AI) has become ubiquitous for businesses in today’s digital world, managers lack clarity on how to utilise the power of AI for their firms. In order to understand the implications of AI-customer analytics, we employ resource based view and customer journey theories to develop a conceptual framework that links AI, specifically machine learning based customer analytics, to a new business model. The insights from a fintech case-study shows that financial service firms can provide digital platforms for connecting individual customers with small retailers, who otherwise lack access to customer preferences and needs especially after the introduction of the general data protection regulation (GDPR). The framework proposed in the paper harnesses AI’s prowess in analysing customer transactional behaviour and builds a digital platform that provides personalised advertisement to customers without violating their privacy. We suggest a new paradigm shift in the business models to open up new opportunities by aligning with customer-centric strategy.