Artificial Intelligence and Big Data in Accounting: The Case of Commercial Banks in Jordan

Abstract

The integration of Artificial Intelligence (AI) and Big Data analytics is transforming the accounting and financial practices of commercial banks, particularly in emerging markets like Jordan. As the banking sector shifts from a product-centered to a customer-focused approach, the ability to analyze large volumes of data becomes essential for gaining insights into customer behavior, preferences, and financial patterns. This research explores how AI and Big Data technologies are being adopted by Jordanian commercial banks to enhance accounting processes, improve decision-making, reduce customer churn, and personalize services. By leveraging predictive modeling, segmentation, and behavioral analytics, banks can refine credit risk assessments, optimize marketing strategies, and improve customer satisfaction. Despite the promising benefits, challenges related to data quality, technological infrastructure, and ethical concerns remain. This study provides a contextual analysis of how AI and Big Data are reshaping the accounting landscape in Jordan’s banking sector and offers recommendations for
their effective implementation.