Publicação
Perceções dos consumidores sobre a inteligência artificial no setor bancário: proposta de uma grelha sociológica de análise
| Resumo: | The gradual implementation of artificial intelligence (AI) systems in the banking sector has been changing the relationship between consumers and financial institutions, specifically in terms of how customers are categorised, advised, monitored and assessed by banks. These applications can enhance efficiency, security and service quality, as they enable the personalisation of services, fraud detection, risk assessment and support in decision-making regarding banking products and services. However, it is important to reflect on the sociological issues surrounding the use of these systems, relating to perceptions of legitimacy, perceived fairness, institutional trust, privacy, surveillance and contestability.Drawing on sociological and interdisciplinary literature, this dissertation aims to understand the conditions under which AI systems used in the banking sector can be perceived as legitimate, fair and trustworthy by consumers. The aim is to construct a theoretical framework that enables a reflective examination of the different ways in which banking AI reshapes the relationship between banks and consumers. The methodology takes the form of a critical and interdisciplinary theoretical review of literature, drawing on contributions from economic sociology, the sociology of quantification, critical data and algorithm studies, the literature on consumer behaviour and trust, and European and national financial regulation.Based on the theoretical content studied, it is argued that the legitimacy of AI in banking depends not so much on the technology itself and its effectiveness and usefulness, but rather on the conditions under which it is used, namely in terms of human supervision, sufficient transparency, clear purposes, proportionate data, privacy protection, the possibility to contest, and institutional accountability. The main contribution of this dissertation is the proposal of a sociological framework for analysing consumers’ perceptions of AI in banking, organised around the dimensions of legitimacy, justice, institutional trust, surveillance, inclusion/exclusion and contestability. The conclusions presented are theoretical in nature and are intended to guide future empirical research on banking consumers in Portugal. |
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| Autores principais: | Ferreira, Maria Rita Marques Fino Sousa |
| Assunto: | artificial intelligence banking consumers perceptions regulation inteligência artificial banca consumidores perceção regulação |
| Ano: | 2026 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Coimbra |
| Idioma: | português |
| Origem: | Estudo Geral - Universidade de Coimbra |
| Resumo: | The gradual implementation of artificial intelligence (AI) systems in the banking sector has been changing the relationship between consumers and financial institutions, specifically in terms of how customers are categorised, advised, monitored and assessed by banks. These applications can enhance efficiency, security and service quality, as they enable the personalisation of services, fraud detection, risk assessment and support in decision-making regarding banking products and services. However, it is important to reflect on the sociological issues surrounding the use of these systems, relating to perceptions of legitimacy, perceived fairness, institutional trust, privacy, surveillance and contestability.Drawing on sociological and interdisciplinary literature, this dissertation aims to understand the conditions under which AI systems used in the banking sector can be perceived as legitimate, fair and trustworthy by consumers. The aim is to construct a theoretical framework that enables a reflective examination of the different ways in which banking AI reshapes the relationship between banks and consumers. The methodology takes the form of a critical and interdisciplinary theoretical review of literature, drawing on contributions from economic sociology, the sociology of quantification, critical data and algorithm studies, the literature on consumer behaviour and trust, and European and national financial regulation.Based on the theoretical content studied, it is argued that the legitimacy of AI in banking depends not so much on the technology itself and its effectiveness and usefulness, but rather on the conditions under which it is used, namely in terms of human supervision, sufficient transparency, clear purposes, proportionate data, privacy protection, the possibility to contest, and institutional accountability. The main contribution of this dissertation is the proposal of a sociological framework for analysing consumers’ perceptions of AI in banking, organised around the dimensions of legitimacy, justice, institutional trust, surveillance, inclusion/exclusion and contestability. The conclusions presented are theoretical in nature and are intended to guide future empirical research on banking consumers in Portugal. |
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