The present study aims to investigate the mechanisms through which artificial intelligence influences customer responses in neobanks. In terms of its purpose, this study is applied research, and in terms of methodology, it adopts a descriptive–causal research design. The statistical population consisted of all customers of active neobanks in Iran who had at least one active account and had used the services provided through these banks' mobile applications. A stratified sampling method was employed, and a total of 391 valid questionnaires were collected. Data were gathered using a standardized questionnaire. The validity of the measurement instrument was confirmed through content validity and construct validity, while its reliability was established using Cronbach's alpha coefficient. Data analysis was conducted using descriptive statistics, confirmatory factor analysis (CFA), and structural equation modeling (SEM) with SPSS and SmartPLS 3 software. The findings indicated that artificial intelligence mechanisms have a positive and significant effect on customers' perceived accuracy, perceived competence, and perceived credibility. These variables, in turn, directly strengthen the customer–brand relationship. Furthermore, the customer–brand relationship exerts a positive and significant influence on customer response. However, the moderating role of technology knowledge in the hypothesized relationships was not statistically significant. By proposing a framework that explains the value-creation pathway of artificial intelligence in neobanks, this study demonstrates that the impact of AI on customer response is transmitted through customers' perceptual and relational factors. Moreover, the non-significant moderating effect of technology knowledge suggests that the success of intelligent banking services depends more on the quality of user experience design and customers' perceptions of service performance than on customers' level of technology knowledge. These findings provide important theoretical and managerial implications for the development of AI-enabled services in the banking industry.