The Integration of Chatbots and AI-Powered Virtual Assistants into Customer Service Frameworks of the Banking Sector

Abstract

The integration of artificial intelligence (AI) into the financial system, especially in the banking sector, has become one of the most important directions of technological progress. The aim of the article is to reveal the specifics of the application of AI in banking services, emphasizing the role of chatbots and virtual assistants in the customer-centric services and risk management system. The article presents the theoretical foundations and main directions of application of AI in the banking system. Four main directions are analyzed: customer-centric solutions, process optimization, banking services market management, and improvement of regulatory mechanisms. The experience of international banks (Bank of America, HSBC, DBS, Armenians banks, and others) indicates that the use of AI contributes to reducing operating costs and accelerating and personalizing customer service. However, the integration of AI also raises challenges related to data privacy, cybersecurity, legislative regulations, and the transformation of professional skills. Special attention is paid to the field of credit scoring, where machine learning methods allow for a more accurate assessment of borrower behavior and reduce financial risks. The relevance of the research is due to the fact that AI is no longer an additional technology for banks but a necessary tool for maintaining competitiveness and sustainable development. 

Received: 21 September 2025 | Revised: 5 January 2026 | Accepted: 10 March 2026

Conflicts of Interest
The authors declare that they have no conflicts of interest to this work.

Data Availability Statement

The data that support the findings of this study are openly available in PES at https://doi.org/10.24874/PES06.02.023, reference number [31], in ASPUR at https://doi.org/10.61552/JAI.2024.01.004, reference number [32], in International Accountancy Training Centre at https://doi.org/10.59503/29538009-2024.2.14-121, reference number [33].

Author Contribution Statement

Suren H. Parsyan: Conceptualization, Methodology, Investigation, Resources, Writing – original draft, Writing – review & editing, Supervision, Project administration. Frida F. Baharyan: Conceptualization, Investigation, Resources, Data curation, Writing – original draft. Gayane A. Avagyan: Conceptualization, Methodology, Validation, Formal analysis, Resources, Writing – original draft, Writing – review & editing. Sergo A. Episkoposian: Methodology, Validation, Visualization. Vardan S. Aleksanyan: Software, Investigation, Supervision. Ararat Kostanian: Writing – review & editing, Visualization. Lilik M. Beglaryan: Methodology, Visualization, Writing – review & editing.