The Use of Artificial Intelligence in Digital B2C Communications Using the Example of Russian Banks

In the scientific discussion there are many studies describing technologies for effective implementation of Artificial Intelligence in business processes, healthcare, media and communication and other spheres of life. Currently, the process of implementing Artificial Intelligence in B2C communication is in an active growth phase. However, there is little research describing users' attitudes towards the use of AI in communication. In this regard, the purpose of this paper is to identify existing AI-based communication practices used in B2C communications of Russian banks. Based on the results of the study, it was possible to identify the existing communication practices, their perception by users and the factors influencing users' trust in AI-based technologies. In addition, some practical recommendations for banks using AI in their communications were provided, which will allow them to increase the efficiency of their systems and improve the customer experience.