📄 Abstract
In today’s competitive financial services, enhancing the customer experience is essential. The rapid increase in the use of (AI) in financial intermediaries has changed how operations deliver services and interact with customers. AI-assisted services are one of the commonly used tools in financial intermediaries such as chatbots, virtual assistants, predictive analytics, and automated query systems, which enhance customer experience through service quality, convenience, trust, and overall satisfaction. This study examined the customer experience of using of AI-assisted services in financial intermediaries. The study employed a quantitative research design with a structured questionnaire that was administered through random sampling to a population of 124 in Cebu City. A Taro Yamane Method was used to calculate the sample size, consisting of customers who had transacted with banks, insurance providers, and pawnshops for at least three months, participated in the study. The questionnaire consists of two parts that tackles the demographic profile and variables of the study which are measured through a five-point Likert scale. The data collected were listed and tabulated using descriptive statistics for demographic profile, weighted mean for variables, and Pearson correlation for the relationships. Results revealed that respondents generally held neutral perceptions toward both AI-assisted services and customer experience. There is a significant positive relationship between the use of AI-assisted services and level of customer experience, though convenience was slightly rated higher compared to service quality, trust, and satisfaction. However, issues such as limited personalization, low emotional engagement, and concerns about data security influenced overall neutral responses. The study concludes that Al- assisted services in financial intermediaries are still in a development stage. AI-assisted services contribute positively to customer experience but customer still concern on trust, accuracy and insufficient personalization. Financial intermediaries must strengthen system transparency, personalization, and data security measures to increase the customer experience in AI- assisted services.
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📚 How to Cite:
Marina M. Carson , ENHANCING CUSTOMER EXPERIENCE THROUGH AI-ASSISTED SERVICES IN FINANCIAL INTERMEDIARIES , Volume 13 , Issue 8, August 2026, EPRA International Journal of Economics, Business and Management Studies (EBMS) , Pages: 1 - 8 ,