Generative Al Adoption and Marketing Performance in Digital Finance: The Mediating Role of Digital Product Innovation

Abstract

This study examines the relationship between Generative Artificial Intelligence (AI) adoption and marketing performance in digital finance, focusing on the mediating role of digital product innovation. The study aims to explain how AI adoption can support marketing effectiveness by facilitating the development of innovative digital financial products and services. A quantitative, cross-sectional research design was proposed, with primary data intended to be collected through a structured, self-administered questionnaire distributed via Google Forms to a target sample of 335 respondents working in banks, FinTech companies, and digital financial institutions in Pakistan, including HBL, UBL, National Bank of Pakistan, Allied Bank, Bank Alfalah, JazzCash, and Easypaisa. Convenience sampling was proposed to recruit respondents familiar with digital finance, marketing, and AI-supported activities. The planned statistical analysis included demographic frequencies and percentages, Cronbach’s alpha reliability analysis, Pearson correlation, linear regression, and mediation analysis using PROCESS Macro Model 4 with 5,000 bootstrap samples and 95% confidence intervals. The illustrative results indicated a positive relationship between Generative AI adoption and marketing performance (\(r = .624, p < .001\)) and a positive association between Generative AI adoption and digital product innovation (\(r = .587, p < .01\)). The proposed mediation analysis further suggested a positive indirect relationship between Generative AI adoption and marketing performance through digital product innovation (\(\beta = .247\), 95% bootstrap confidence interval \([.160, .345]\)). These potential findings emphasize that the value of Generative AI may extend beyond technology adoption to the development of innovative, customer-oriented financial products that strengthen marketing activities. The study offers practical implications for banks and FinTech organizations seeking to enhance customer engagement, improve digital service development, and strengthen their competitive position through responsible AI integration. It also provides a foundation for future research examining AI-driven innovation and marketing outcomes in emerging digital financial markets. The statistical values are illustrative rather than calculated from actual respondent data and must be replaced with verified empirical results before the abstract is used as a report of completed research.