Investigating the Role of Artificial Intelligence in Embedded Finance on Improving a Nonfinancial Customer Experience

Abstract

Financial services are changing as a result of artificial intelligence (AI), which is upending conventional business practices and client interactions. Recent developments in the area of artificial intelligence systems have altered both the consumer lifestyle and the worldwide landscape of embedded financial services. In this exploratory study, the role of artificial intelligence and embedded finance evaluated to improve the nonfinancial customer experience. In order to empirically investigate the model construct, a quantitative technique was employed to gather data from public and private banks located in Sharjah, UAE. Convenient random sampling technique adopted. 208 valid responses were utilized for data analysis with SmartPLS 4.0 in order to assess the model reliability, discriminant reliability, hypothesis testing and variance prediction. The statistical research showed that using embedded finance and artificial intelligence to enhance the non-financial customer experience had a positive and significant impact. The results of the empirical analysis were presented in line with prior studies that looked into significant influence. Additionally, embedded finance promotes client non-financial experiences more effectively.