隨著人工智慧(AI)技術的迅速發展與生成式AI(GenAI)的興起，全球金融產業正經歷深刻的數位轉型。特別是在銀行業，AI的應用已廣泛涵蓋風險控管、信用評分、客戶服務、行銷決策與作業自動化等領域，顯示AI已成為金融創新的核心驅動力。生成式AI的出現進一步重塑銀行的營運模式與人力結構，使分行功能由「交易中心」逐漸轉型為「顧問中心」與「體驗中心」，人機協作亦成為新常態。
本研究採用個案研究法，以Y銀行分行為研究對象，透過深度訪談分析AI導入對分行業務功能變化、客戶旅程優化及分行行員職能轉型之實際影響與挑戰。研究目的在於探討AI導入後，銀行如何重新定義分行功能、優化服務流程，並調整人力配置，以回應數位金融時代的轉型需求。
本研究期望透過Y銀行的個案分析，揭示AI技術在銀行分行層面的實際應用效益與挑戰，並提出具體策略建議，作為台灣金融業推動AI與數位轉型之參考與借鏡。

With the rapid advancement of artificial intelligence (AI) technology and the rise of generative AI (GenAI), the global financial industry is undergoing profound digital transformation. Particularly in banking, AI applications have extensively covered risk management, credit scoring, customer service, marketing decisions, and operational automation, demonstrating that AI has become a core driver of financial innovation. The advent of generative AI further reshapes banks' operational models and workforce structures, gradually transforming branch functions from “transaction centers” into “advisory hubs” and “experience centers,” while human-machine collaboration becomes the new norm.
This study employs a case study methodology, focusing on Y Bank branches. Through in-depth interviews, it analyzes the practical impacts and challenges of AI implementation on branch operational functions, customer journey optimization, and the transformation of branch staff roles. The research aims to explore how banks redefine branch functions, optimize service processes, and adjust staffing configurations post-AI adoption to meet the transformation demands of the digital finance era.
Through the case analysis of Bank Y, this study seeks to reveal the practical benefits and challenges of AI technology at the branch level, proposing concrete strategic recommendations to serve as a reference and benchmark for Taiwan's financial sector in advancing AI and digital transformation.

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