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The AI–Ethics–Personalisation Nexus: How Ethical Deliberations Shape Personalised Banking Service in Ghana

Author

Listed:
  • Edward Annan

    (KAAF University, Department of Business Administration and Education, Ghana)

  • Mensah Marfo

    (KAAF University, Department of Business Administration and Education, Ghana)

Abstract

Artificial Intelligence (AI) is revolutionising banking by improving customer engagement and bank service personalisation. Yet, Ethical Deliberations (ED) on transparency, accountability, equity, and responsible data governance are crucial to the success of AI-powered personalisation. The present study explores the mediating effect of ED on the relationship between the adoption of AI and Personalised Banking Service (PBS) in the Ghanaian banking sector. Using a quantitative research design, data were collected from employees of five selected banks in Ghana. Of the 408 questionnaires distributed, 344 usable responses were obtained, representing an 84.3% response rate, and were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results show that AI adoption is positively and significantly associated with PBS. Furthermore, ED plays a significant mediating role between AI adoption and PBS, suggesting that responsible AI governance enhances the effectiveness of investment in technology and the delivery of customer-focused banking services. The paper adds to the growing body of research on responsible AI and financial services, emphasising the role of ED as a key linkage between AI adoption and PBS in an emerging-market setting. Bank executives, regulators and policymakers interested in fostering innovation while remaining ethically responsible will find the findings of interest.

Suggested Citation

  • Edward Annan & Mensah Marfo, 2026. "The AI–Ethics–Personalisation Nexus: How Ethical Deliberations Shape Personalised Banking Service in Ghana," European Journal of Studies in Management and Business, EUROKD, vol. 38, pages 26-46.
    • Handle: RePEc:bco:mbrqaa::v:38:y:2026:p:26-46
    DOI: 10.32038/mbrq.2026.38.02
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