AI technology is now intensively used by banks to create value for bank customers. Therefore, this study endeavors to synthesize and track a decade of research emphasizing AI and value co-creation in the banking sector.
A bibliometric analysis of published research between 2013 and 2023 was conducted based on data obtained from Scopus, yielding a sample of 41 papers for further analysis. Performance analysis and science mapping are conducted as roots for the bibliometric analysis using VOSviewer software and the Biblioshiny package. The bibliometric analysis was incorporated with a literature review.
The contribution and the theoretical foundation of AI and value co-creation in the banking sector were outlined. In addition, the thematic structure, which is beneficial in uncovering the research gap, is analyzed. Moreover, the systematic literature review helped to clarify the clusters’ content emerging from the bibliometric analysis.
By investigating the “who,” “what,” “where,” “when” and “how” of AI and value co-creation in the banking sector, the study contributes to theory and practice by advancing the understanding of the underlying topic.
The findings benefit marketers and policymakers to effectively use AI to facilitate value co-creation in the banking sector.
This paper is a pioneering bibliometric analysis and systematic literature review of AI and value co-creation in the banking sector and thus has the potential to provide valuable insights for scholars and decision-makers in banks.
