Beyond incentives: rethinking internal marketing drivers of commitment in the AI-transformed banking sector

Purpose This study explores how technological and psychosocial factors influence job satisfaction and organisational commitment in the banking sector, with a particular focus on two less-studied drivers of internal marketing: perceptions of artificial intelligence (AI) adoption and family support policies. By comparing these with more established predictors, the research offers a comprehensive view of employee engagement, assessing whether traditional drivers remain relevant in an industry experiencing rapid digital and organisational transformation. Design/methodology/approach A quantitative research design was employed, using a validated online questionnaire distributed to Portuguese bank employees. Data were collected from 115 Portuguese bank employees through an online questionnaire and analysed with PLS-SEM via SmartPLS4 to assess the structural relationships among the key constructs. Findings Job satisfaction proved to be the strongest predictor of organisational commitment. Perception of AI adoption had a significant positive effect on commitment but not on satisfaction, indicating its role as a symbolic signal of institutional modernity. Family support policies did not have a direct effect on commitment but positively influenced satisfaction, which fully mediated their relationship with commitment. In contrast, remuneration and work-life balance showed no significant direct effects, and job burnout did not have a significant impact on commitment. Practical implications The findings suggest that banks should strengthen employer branding and retention strategies by investing in family support measures, communicating AI adoption strategically, and addressing burnout proactively. Traditional reliance on payment and incentives alone is insufficient. Instead, aligning HR practices with employees’ psychosocial expectations and perceptions of technological change is critical for sustaining competitiveness. Originality/value This study advances the internal marketing literature by incorporating AI and family support policies into engagement models, challenging the traditional view that financial incentives and workload are the primary predictors of satisfaction and commitment. It shows that employees are increasingly valuing non-financial, human-centred approaches and see digital transformation as a sign of organisational sustainability. This research is among the first to reconceptualise internal marketing strategies by integrating perceptions of AI and family policies into the employee engagement model.