Trust by Design or Trust by Culture? Artificial Intelligence, Digital Marketing, and Sociocultural Embeddedness in Indonesian Banking (Journal Management & Economics Review (JUMPER))

Summary

• The study identifies 5 interrelated themes governing how Indonesian banks integrate digital marketing management, local cultural wisdom, and artificial intelligence.p.1
• Indonesia's fragmented archipelago consists of more than 17,000 islands and hundreds of ethnic groups where local wisdom strengthens brand authenticity.p.2
• The study's qualitative methodology analyzed 3 purposively selected Indonesian banks representing state-owned, private conventional, and Islamic banking segments.p.1
• Academic literature published primarily between 2020 and 2026 was analyzed using Braun and Clarke's 6-phase thematic analysis procedure.p.8
• The study introduces Culturally-Anchored AI Marketing (CAAIM) as an integrative conceptual framework combining technology acceptance and sociocultural embeddedness.p.1

Key insights

1. Indonesian banks build resilient customer relationships when AI personalization is deliberately anchored in local cultural narratives.p.1
2. Digital marketing capability is a stronger positive predictor of company performance for Indonesian banks than digital technology capability alone.p.3
3. Customer trust remains the central gating factor for consumer adoption of AI-enabled banking services regardless of technological sophistication.p.4
4. Generative AI delivers high value in cross-cultural financial marketing by operationalizing cultural demand patterns rather than replacing human cultural context.p.5
5. Religiosity functions as a substantive form of local wisdom in Islamic banking that directly shapes customer trust and digital channel adoption.p.2
6. The hybrid glocal AI marketing model integrates automated AI capabilities with human cultural review to maintain brand authenticity.p.11
7. Digital literacy gaps and regional infrastructure limitations remain persistent barriers to AI marketing adoption across Indonesian banking segments.p.12