The Role of Artificial Intelligence in Developing International Marketing Strategies for Islamic Banking Services: A Case Study of Kuwait Finance House

Abstract

The study aims to explore the international marketing of Islamic banking services, define the concept of artificial intelligence and its importance in Islamic banks, and examine the applications of artificial intelligence in the marketing strategies of internationally active Islamic banking services. The research adopts a descriptive-analytical methodology, applied to data from Kuwait Finance House. The findings indicate that the international marketing of banking services follows the same customer-centric orientation, considering the client as the cornerstone of Islamic banking service strategies. Artificial intelligence is identified as an advanced form of computing with generative reasoning capabilities similar to human thought, based on big data analysis and direct integration with external systems. This contributes to analyzing and updating customer data, while also linking multiple bank branches, thereby supporting decision-making, developing marketing strategies, and enhancing the delivery and innovation of banking services.