REINVENTING BANKING IN THE ERA OF ARTIFICIAL INTELLIGENCE: PRISMA SYSTEMATIC ANALYSIS OF GLOBAL INNOVATIONS AND STRATEGIC CHALLENGES IN THE MOROCCAN CONTEXT (2020–2025)

Abstract

The incorporation of artificial intelligence (AI) technologies into banking operations is attracting growing interest worldwide due to its ability to promote efficiency optimisation, risk reduction, and improved profitability. Major markets such as China and India have already demonstrated the positive impact of AI, particularly through intelligent credit scoring and conversational chatbots, thereby enhancing customer satisfaction. However, the Moroccan context remains understudied, despite the banking landscape gradually becoming more digitalised, and there being an urgent need for innovations focused on improving the customer experience in terms of personalisation, trust, and user-friendliness.To address this issue, we will conduct a systematic review of academic literature published between 2020 and 2025, adopting the PRISMA protocol. Focusing our research on Scopus, Web of Science, and IEEE Xplore enabled us to identify and select around 30 studies that met our strict criteria (application of AI in banking, financial performance, customer satisfaction measures, etc.). The selected articles were coded and analysed based on their empirical and methodological contributions.The results highlight the beneficial overall effect of AI on banking performance, including profitability, risk management, and operational efficiency, while emphasising the importance of trust and personalisation in improving the customer experience. In Morocco, the scarcity of empirical data makes targeted research necessary in order to assess the concrete impact of AI on local banks and support their digital transformation. In conclusion, this review suggests several areas for future research and offers a framework to inform AI adoption strategies in emerging banking institutions.