Abstract:

This paper will analyze how the innovations in marketing based on Artificial Intelligence (AI) will facilitate the growth of digital lending within FinTech-powered banks in reference to the emerging markets and in Lagos, Nigeria. It defines the most important AI marketing capabilities, assesses their impact on adoption, evaluates the digital channels, generalizes the prevailing theories and outlines the gaps in contextual research.

Systematic Literature Review on peer-reviewed articles (2015-2025) in major databases was in place with the help of Boolean search strategies, predefined inclusion criteria, and quality appraisal procedures through PRISMA 2020.

The results indicate a fast increase in post-2018, which is basically boosted by the digitalization of COVID-19. It identified five themes, namely, personalisation, credit analytics, digital channels, trust and privacy, and structural constraints, of which TAM prevailed theoretically.

The review incorporates disjointed scholarship as a whole and pinpoints huge gaps in the emerging market research.

Please choose your submission type: Full Paper

Primary Track: Innovation

Menu

Dr. Micheal Evans