Leveraging AI and NLP for Bank Marketing: A Systematic Review and Gap Analysis

This paper explores the growing impact of AI and NLP in bank marketing, highlighting their evolving roles in enhancing marketing strategies, improving customer engagement, and creating value within this sector. While AI and NLP have been widely studied in general marketing, there is a notable gap in understanding their specific applications and potential within the banking sector. This research addresses this specific gap by providing a systematic review and strategic analysis of AI and NLP applications in bank marketing, focusing on their integration across the customer journey and operational excellence. Employing the PRISMA methodology, this study systematically reviews existing literature to assess the current landscape of AI and NLP in bank marketing. Additionally, it incorporates semantic mapping using Sentence Transformers and UMAP for strategic gap analysis to identify underexplored areas and opportunities for future research. The systematic review reveals limited research specifically focused on NLP applications in bank marketing. The strategic gap analysis identifies key areas where NLP can further enhance marketing strategies, including customer-centric applications like acquisition, retention, and personalized engagement, offering valuable insights for both academic research and practical implementation. This research contributes to the field of bank marketing by mapping the current state of AI and NLP applications and identifying strategic gaps. The findings provide actionable insights for developing NLP-driven growth and innovation frameworks and highlight the role of NLP in improving operational efficiency and regulatory compliance. This work has broader implications for enhancing customer experience, profitability, and innovation in the banking industry.

Multimodal Document Analytics for Banking Process Automation

In response to growing FinTech competition and the need for improved operational efficiency, this research focuses on understanding the potential of advanced document analytics, particularly using multimodal models, in banking processes. We perform a comprehensive analysis of the diverse banking document landscape, highlighting the opportunities for efficiency gains through automation and advanced analytics techniques in the customer business. Building on the rapidly evolving field of natural language processing (NLP), we illustrate the potential of models such as LayoutXLM, a cross-lingual, multimodal, pre-trained model, for analyzing diverse documents in the banking sector. This model performs a text token classification on German company register extracts with an overall F1 score performance of around 80\%. Our empirical evidence confirms the critical role of layout information in improving model performance and further underscores the benefits of integrating image information. Interestingly, our study shows that over 75% F1 score can be achieved with only 30% of the training data, demonstrating the efficiency of LayoutXLM. Through addressing state-of-the-art document analysis frameworks, our study aims to enhance process efficiency and demonstrate the real-world applicability and benefits of multimodal models within banking.

Company2Vec -- German Company Embeddings based on Corporate Websites

With Company2Vec, the paper proposes a novel application in representation learning. The model analyzes business activities from unstructured company website data using Word2Vec and dimensionality reduction. Company2Vec maintains semantic language structures and thus creates efficient company embeddings in fine-granular industries. These semantic embeddings can be used for various applications in banking. Direct relations between companies and words allow semantic business analytics (e.g. top-n words for a company). Furthermore, industry prediction is presented as a supervised learning application and evaluation method. The vectorized structure of the embeddings allows measuring companies similarities with the cosine distance. Company2Vec hence offers a more fine-grained comparison of companies than the standard industry labels (NACE). This property is relevant for unsupervised learning tasks, such as clustering. An alternative industry segmentation is shown with k-means clustering on the company embeddings. Finally, this paper proposes three algorithms for (1) firm-centric, (2) industry-centric and (3) portfolio-centric peer-firm identification.