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.