Revolutionising User-centric Innovation: AI-driven Personalisation as a Catalyst for Sustainable Growth in Banking Sector During the Fifth Industrial Revolution

The study focuses on the role of user orientation and artificial intelligence (AI) incorporation concerning clients’ experience in New York’s banking sector in the 5IR context. There, the aim is placed on identifying how these strategies influence sustainable customer development for the institute. A quantitative collection method is used to complete a survey with 97 Customer Experience (CX) Managers from 73 diverse banks in New York City on customer feedback integration, recommendation systems, personalisation levels, etc. Consequently, regression analysis provided substantial evidence of the relationships between these variables. The study reveals that user involvement and AI are crucial in reimagining banking innovation in the 5IR era. Customer engagement is critical and can only be solved by customer feedback and AI personalisation. Future studies may examine the consequences of these approaches on customers’ satisfaction and their continued patronage of a firm.