Trust by Design or Trust by Culture? Artificial Intelligence, Digital Marketing, and Sociocultural Embeddedness in Indonesian Banking
Keywords:
Digital Marketing Management, Artificial Intelligence, Local Wisdom, Islamic Banking, Customer Trust, Qualitative Research, IndonesiaAbstract
This qualitative study examines how Indonesian banks integrate digital marketing management, local cultural wisdom, and artificial intelligence (AI) to build customer trust and competitive advantage in an increasingly saturated digital financial market. Employing an interpretive qualitative design with thematic analysis of peer-reviewed literature, industry reports, and publicly available corporate communications from three purposively selected Indonesian banks representing the state-owned, private conventional, and Islamic banking segments, the study identifies five interrelated themes: (1) the shift from broadcast to data-driven, multi-channel engagement; (2) artificial intelligence as an emerging relationship engine through chatbots, predictive analytics, and generative personalization; (3) local wisdom as a currency of trust expressed through storytelling, regional motifs, and Islamic ethical values; (4) the emergence of a hybrid “glocal AI” marketing model that blends algorithmic efficiency with cultural authenticity; and (5) structural barriers including digital literacy gaps, infrastructure limitations, Sharia-compliance constraints, and risks of cultural dilution. Findings suggest that Indonesian banks build the most resilient customer relationships when AI-driven personalization is deliberately anchored in local cultural narratives rather than treated as a culturally neutral technology transfer. The study proposes an integrative conceptual framework, Culturally-Anchored AI Marketing (CAAIM), that extends technology acceptance and relationship marketing theories with sociocultural embeddedness. Practical implications are offered for bank marketing managers seeking to balance technological innovation with cultural authenticity, and theoretical implications are discussed for scholars researching digital transformation in emerging, culturally diverse, and religiously plural financial markets such as Indonesia.
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