Published Paper Details:

The banking environment is transforming from standard online banking to feature-rich mobile applications for fund transfers, bill payments, cross-border remittances, robo-advice, wealth management, etc. The allure of artificial intelligence-based financial innovations to reduce transaction costs has seen banking services undergo rapid transformation. Financial institutions are now deploying artificial intelligence (AI) and machine learning (ML) tools to meet growing customer demand for better, safer and more convenient ways to manage their money. The prime objective of this research is to analyse the customer perception towards AI enhanced features internet banking. The samples for this study were the general public from various districts in Tamil Nadu and it was selected using convenience sampling method. Mediation analysis is used to prove the two hypotheses. Direct Effect Hypothesis H1: AI-enhanced internet banking features will have a positive impact on customer perception and Mediation Hypothesis H2: The relationship between AI-enhanced internet banking features and customer perception will be mediated by Customer Experience. Exploratory factor analysis (EFA) using SPSS version 26, Confirmatory factor analysis (CFA), Structural Equation Modelling (SEM), Mediation analysis using AMOS 23 was undertaken to evaluate the proposed hypotheses