English Abstract
Abstract:
This study seeks to find the moderating role of AI in the association between a
bank’s innovative financial process and the bank’s market share. The data were
analyzed using SPSS and SmartPLS software. The estimations were performed
using structural equation modeling estimation techniques such as the
measurement model, outer loading, convergent validity, discriminant validity,
and SEM estimations. The initial estimations indicated factor as well as construct
reliability and validity. The study concluded that an innovative financial process
plays a vital role in enhancing the bank’s market share. However, artificial
intelligence could not significantly moderate the relationship. The
policymakers in the banking industry of Pakistan need to consider the upgradation in the system of their financial process by innovation and artificial
intelligence usage awareness in their existing staff as well their banking
customers. Future research may include a similar model for Islamic as well
as commercial banks in a comparative model. Additionally, future research may
also include more banks as innovative financial institutions to get a greater
sample size for a possible influence of artificial intelligence.
