EMPLOYEE UNDERSTANDING OF ARTIFICIAL INTELLIGENCE: A PRELIMINARY STUDY IN INDONESIA FINANCIAL SECTOR INDUSTRY

Abstract

The emergence of artificial intelligence (AI) in the financial services industry is driven by increased demand for financial regulation, the need for profitability, and competition between companies. Despite the heightened importance of this new technology, there has been a gap in knowledge regarding the use of AI in financial services. This study aims to provide preliminary research to explore the level of understanding of middle level managers in the context of artificial intelligence usage in marketing activities. The sample is 11 managers from banking, fintech and other financial sectors. The findings provide guidance for organizations in terms of usage and knowledge of AI in the sector.