Artificial Intelligence's Contribution to Accountability and Trust in the Banking Sectors of Indonesia and Malaysia

Abstrak

Artificial intelligence (AI) has rapidly revolutionized various industries, including banking. As AI technology continues to advance, its influence on trust and accountability in banking is expected to significantly shape the future of customer relationships. The banking sectors in Indonesia and Malaysia have demonstrated resilience and growth despite global economic challenges. Both nations have proactively embraced digital technologies within their banking industries. This study explores the impact of AI features on accountability, ultimately contributing to customer trust in Indonesia's and Malaysia’s banking sectors. Questionnaires were distributed to banking customers in both countries, and the data were analyzed using SmartPLS 4. The results show that some AI features, namely Online Security and Customization, have a positive impact on banking accountability and significantly foster customers’ trust in both Indonesian and Malaysian market. This study has practical implications: integrating AI into banking services, with a focus on online security and customization, can significantly enhance trust and accountability, leading to stronger customer relationships and potentially higher customer loyalty in both Indonesia and Malaysia. This study provides empirical evidence supporting the strategic value of AI adoption in fostering transparent and secure banking environments. By identifying specific AI features that directly influence trust and accountability, the findings offer actionable insights for banking institutions aiming to improve customer satisfaction and engagement. Moreover, the study enriches the regional discourse on digital banking transformation, particularly within emerging Southeast Asian markets like Indonesia and Malaysia.

Identifier

• OpenAlex: https://openalex.org/W7163806513
• DOI: https://doi.org/10.62527/joiv.10.3.3484