Exploring Artificial Intelligence Uses and Effects on Marketing and Communications Departments in the Swiss Banking Sector : A Qualitative Study on AI adoption in Marketing, Communication and Translation Practices across Retail and Private Banks in Switzerland

Diplôme Master Exploring Artificial Intelligence Uses and Effects on Marketing and Communications Departments in the Swiss Banking Sector : A Qualitative Study on AI adoption in Marketing, Communication and Translation Practices across Retail and Private Banks in Switzerland eng 2025 author Navarrete Sandoval Elena Isabel 936390 director Villacampa Bueno Marta 134832 Services communs du département de traduction (TRACO) Since the arrival of ChatGPT by OpenAI in 2022, AI has significantly influenced multiple sectors, with marketing particularly affected both operationally and creatively. This thesis examines the use and impact of AI in the Swiss banking sector, applying the framework of Huang M. and Rust R. (2021), which categorizes AI as mechanical, thinking, or feeling, and complementing it with the 8Ps. Through qualitative research based on interviews with professionals in marketing, AI, and finance, this thesis explores how AI is adopted, how it reshapes marketing and communication practices, and what factors influence its integration. While the sample is limited, it aims to provide an initial approach rather than a representative one, testing distinctions between retail and private banks in real-life contexts. The research opens up possibilities for further quantitative research on the application of AI in the banking sector on a wider scale. Artificial Intelligence (AI) Financial marketing 8Ps Banking sector Retail banking Private banking Dewey 418.02 Maîtrise universitaire en traduction et communication spécialisée multilingue 111 Département de traduction 91 false d6f2759a-fafd-4d96-8d30-fc36f728cefb Master thesis Restricted Thesis_Navarrete_Elena.pdf 756398 application/pdf 7929a04740757a031ed60411512c56229cce83fb63ab7140c7d21a42ac823089 restrictedAccess Faculté de traduction et d'interprétation / Département de traduction

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Exploring Artificial Intelligence Uses and Effects on Marketing and Communications Departments in the Swiss Banking Sector : A Qualitative Study on AI adoption in Marketing, Communication and Translation Practices across Retail and Private Banks in Switzerland				2025	38	2

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Navarrete Sandoval, Elena Isabel

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