THE IMPACT OF ARTIFICIAL INTELLIGENCE AND DIGITAL TECHNOLOGIES ON JOB SATISFACTION AND EMPLOYEE ENGAGEMENT IN THE BANKING SECTOR: A TRANSFORMATIVE APPROACH

The banking sector, a cornerstone of economic stability and growth, has witnessed unprecedented transformations due to the integration of artificial intelligence (AI) and digital technologies. This study explores the multifaceted impact of these technologies on job satisfaction and employee engagement, emphasizing their potential to redefine workplace dynamics. The research adopts a transformative
approach, integrating theoretical insights with empirical data to uncover the intricate relationships between technological advancements and human resource outcomes. AI and digital technologies have redefined traditional banking operations by automating routine tasks, enhancing decision-making processes, and optimizing resource allocation. These innovations have significantly altered employee roles, shifting the focus from repetitive tasks to value-driven, strategic activities. While such changes hold the promise of fostering greater job satisfaction through enriched roles and professional growth opportunities, they also present challenges, including skill obsolescence, job displacement concerns, and increased performance pressure.Job satisfaction, a critical determinant of organizational success, is influenced by factors such as meaningful work, recognition, and alignment with personal values. The integration of AI and digital technologies can enhance these dimensions by enabling personalized career paths, facilitating continuous learning, and fostering a culture of innovation. For instance, AI-driven tools can streamline
mundane tasks, empowering employees to focus on strategic objectives, thereby enhancing their sense of purpose and job satisfaction. Employee engagement, characterized by emotional commitment, enthusiasm, and proactive contributions, is equally pivotal in the context of digital transformation. Digital platforms and AI solutions facilitate seamless communication, real-time feedback, and
collaborative environments, fostering a sense of belonging and alignment with organizational goals.However, the over-reliance on technology can also create challenges, such as reduced interpersonal interactions, privacy concerns, and the risk of alienation among employees.This study employs a mixed-methods research design, combining qualitative insights from in-depth interviews with banking professionals and quantitative data from surveys across leading banking
institutions. The findings reveal that while AI and digital technologies positively impact job satisfaction and employee engagement by enhancing work efficiency, skill development, and decisionmaking, their effectiveness is contingent upon organizational strategies and employee adaptability.
Moreover, the research highlights the importance of leadership, organizational culture, and tailored training programs in mitigating the negative repercussions of digital transformation.The study underscores the transformative potential of AI and digital technologies in the banking sector, advocating for a balanced approach that integrates technological innovation with human-centric practices. By fostering a supportive environment that prioritizes employee well-being, continuous learning, and inclusivity, banking organizations can harness the full potential of these advancements. The research offers actionable insights for policymakers, HR professionals, and banking leaders,
emphasizing the need for proactive strategies to align technological progress with employee-centric goals. The interplay between AI, digital technologies, job atisfaction, and employee engagement represents a critical area of inquiry in the digital age. As banking institutions continue to embrace technological innovations, understanding their implications for workforce dynamics will be instrumental in shaping a sustainable and resilient future for the industry. This study contributes to the existing body of knowledge by providing a nuanced perspective on the transformative role of AI and digital technologies, paving the way for further exploration in the rapidly evolving banking landscape.