Gendered AI in banking services: the influence of financial chatbots’ gender on consumer behaviour

• Published in: International journal of bank marketing Vol. 43; no. 6; pp. 1231 - 1251
• Main Authors: Roozen, Irene, Raedts, Mariet, Claeys, Christel, Di Gennaro, Giulia
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 23.05.2025; Emerald Group Publishing Limited
• Subjects: Anthropomorphism; Artificial intelligence; Automation; Bank services; Banking industry; Chatbots; Communication; Consumer behavior; Customer relationship management; Customer services; Emotions; Females; Financial institutions; Financial services; Gender; Marketing; Perceptions; Preferences; Robots; Trends; User intentions; Chatbot gender; AI-Powered customer service; Banking and financial services; AI literacy; Gender sensitivity

PurposeThis study explores whether the gender of a financial chatbot influences how competent potential users perceive the chatbot to be and whether they would choose to use the chatbot themselves.Design/methodology/approachThe study had a between-subjects design: participants (N = 420, ages between...