Title: AI driven digital transformation in sustainable green banking: a study on the impact of AI-powered FinTech innovations on banking efficiency and customer satisfaction

Authors: Prabhakar Bethapudi; Amrita Singh; Rajeshwari R. Parmar; Charu Goyal

Addresses: Faculty of Management Studies, Parul Institute of Business Administration, Parul University, Vadodara, Gujarat, India ' Faculty of Management Studies, Parul Institute of Business Administration, Parul University, Vadodara, Gujarat, India ' Faculty of Management Studies, Parul Institute of Business Administration, Parul University, Vadodara, Gujarat, India ' Faculty of Management Studies, Parul Institute of Business Administration, Parul University, Vadodara, Gujarat, India

Abstract: Artificial intelligence (AI) in the banking sector transforms conventional financial services by enhancing operational efficiency, improving customer experience. This study examines how AI enhances sustainable green banking in Indian commercial banks by improving efficiency, customer satisfaction, and environmental responsibility. Using primary data from 385 customers across SBI, HDFC, ICICI, PNB, and Axis Bank, the research employed SPSS-based analyses including regression, ANOVA, and factor analysis and model fit. Results show 65% of respondents reported faster, more secure services due to AI tools such as chatbots, automated credit systems, and fraud detection. A strong positive relationship was found between AI adoption and customer satisfaction (adjusted R² = 0.819). Demographic factors like gender, income, education, and region influenced AI perceptions. Five key factors emerged: personal finance management, trust, investment advice, security, and efficiency. The study recommends transparent, personalised AI strategies, stronger privacy safeguards, and algorithmic fairness to build customer trust and promote sustainability in banking.

Keywords: artificial intelligence; green banking; customer satisfaction; FinTech; fraud detection; personalised banking; digital transformation; sustainability.

DOI: 10.1504/IJBPIM.2025.151619

International Journal of Business Process Integration and Management, 2025 Vol.12 No.4, pp.366 - 378

Received: 03 May 2025
Accepted: 08 Aug 2025
Published online: 10 Feb 2026 *

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