The role of artificial intelligence in consumers’ brand preference for retail banks in Hong Kong

Artificial intelligence (AI) technologies are increasingly integral to our world, as they serve the foundation for new value propositions and distinctive customer experiences. AI is crucial offering better experiences, which strengthen consumer–brand relationship brand differentiation. Based on stimulus–organism–response model, this study examined influence of preference retail banks in Hong Kong. Structural equation modeling was used analyze 300 responses collected from a questionnaire survey Generation Z subjects. The findings indicate that marketing efforts affected experience, preference, repurchase intention. Among efforts, information, accessibility customization exerted influences while interaction had no significant impact it. Brand experience also mediated between preference. will help design activities formulate branding strategies acquisition retention.