The Application of Artificial Intelligence (AI) to Transform Organizational Culture in the Banking and Finance Sector: A Case Study in Ho Chi Minh City

Abstract

This study aims to explore the impact of Artificial Intelligence (AI) adoption on organizational culture change within the banking and finance sector in Ho Chi Minh City. Employing a quantitative approach and utilizing the PLS-SEM model with 413 survey responses, the results reveal that AI exerts a positive influence on fostering a data-driven culture and internal innovation, thereby enhancing change acceptance and leading to organizational culture transformation. All research hypotheses are strongly supported with a high level of statistical significance (p < 0.001). These findings underscore the strategic role of AI not only in technological innovation but also in restructuring corporate culture, thereby strengthening banks’ adaptability and competitiveness in the context of rapid digital transformation. Furthermore, the study emphasizes the critical need for investment in the development of digital human resources to ensure sustainable growth in the future.