Across shopping, streaming, and social media, consumers have grown used to receiving personalized recommendations powered by artificial intelligence. While some may feel less comfortable with AI taking on a similar role in their banking experience, a hyper-personalized digital banking platform can deliver far greater value than simply suggesting the next show to binge.
In a recent PaymentsJournal podcast, Fiserv’s Whitney Stewart Russell, President of Digital and Financial Solutions, and Sean Calhoun, Vice President and General Manager of Digital Banking, along with Christopher Miller, Emerging Payments Analyst at Javelin Strategy & Research, discussed the evolving digital banking landscape, the advantages of hyper-personalization, and the ways AI is reshaping banking strategies.
A Perfect Storm of Opportunity
For many customers, digital banking isn’t just part of their experience—it’s their only experience. As consumers increasingly integrate digital platforms into nearly every aspect of daily life, their expectations have risen. They now demand seamless, intuitive, and personalized interactions each time they login.
For example, many users expect to conduct in-depth research or receive relevant guidance with just a few swipes or prompts.
At the same time, one of the largest wealth transfers in history is approaching, with an estimated $50 trillion set to pass from baby boomers to their heirs. Together, these factors make it more critical than ever for banks, credit unions, and fintechs to deliver a truly robust digital experience.
“If you look at younger generations—Gen Z in particular—Fiserv research would say that they are more willing than ever to move where they bank to where they are most happy and satisfied with the digital experience,” Russell said.
“It’s almost like a perfect storm of opportunity to rethink how banks and credit unions show up for consumers and small businesses in the digital space,” she said. “Treat it as an opportunity to get not only a great service delivered, but also a true one-to-one personalized experience that allows them not only to get their jobs done, but also to seek advice and guidance and build a relationship digitally with their bank or credit union.”
Tailoring Individual Experiences
One of the most tried-and-true methods of building relationships is by tailoring each experience to the individual consumer. With the help of AI and data analytics, this goes even further—enabling hyper-personalized suggestions that deliver truly curated experiences.
For many consumers, especially younger adults, these customized interactions are no longer a novelty but an expectation. Their digital-first lifestyles—shaped by e-commerce and social platforms—have already acclimated them to interacting with chatbots and AI agents, making hyper-personalization the new standard.
Despite rising consumer confidence, many financial services firms have hesitated from placing AI at the forefront of their operations, fearing it might alienate customers.
Yet, although AI is still a relatively nascent technology, these concerns are largely unfounded. Research from Fiserv shows that most consumers are comfortable with AI in financial services—at least to a certain extent.
“We wanted to dig into the concerns that people have about AI getting introduced into money management in many ways,” Calhoun said. ““People are very comfortable and want to see AI providing them insights, recommendations, servicing up a next best action to them,” he said. “But at the end of the day, they want to make that final decision, that final button push—or whatever it might be—to execute what AI is recommending.”
Balancing Promise with Perception
Although many consumers are becoming more comfortable with AI, financial services firms should recognize that sentiment will continue to ebb and flow.
“Even the folks who had not consulted an AI tool to make a purchase, (which was) a fair number—less than a majority, but more than a quarter, somewhere in that range—said that they would trust such advice,” Miller said. “I think it suggests that there is a long way to run in terms of consumers showing a willingness to listen to or accept advice.”
“That leads directly to the type of relationship-focused attitude that is the opportunity,” he said. “As your customers experience feelings of concern, you can use that as an opportunity to build trust.”
The Path to Relationship Building
As financial institutions consider strategies for implementing hyper-personalization in digital banking, it’s important to recognize that this is not a one-time solution. The goal is to create a platform that continuously adapts to user interactions, delivering tailored insights and recommendations.
“Nobody wants to run a campaign, for example, with a low uptake rate,” Calhoun said. “With AI and hyper-personalization, you can quickly learn what that user will typically click on, and you can start driving more relevant, curated recommendations and experiences to them, based on what they’ve done in the past or what they’ve accepted in the past.”
In some cases, this may mean shifting strategies entirely for customers who haven’t engaged with prior recommendations. Real-time adjustments based on individual behavior can boost user engagement within a bank or credit union’s digital channels.
Ultimately, the objective is to evolve the digital channel from a service utility into a relationship-building platform—a challenge for many financial institutions.
“We know from tons of primary research with consumers, and talking to consumers out in the wild, about the digital banking experiences they’re seeking out,” Russell said. “The younger the generation, the more apt they are to want to have advice, guidance, and research tools within their digital banking experience.”
“This technology application is perfect for evolving the digital channel,” she said. “It will help financial institutions that are now faced with digital being the premier, primary, preferred channel for consumers and small businesses; it will be a path for them to develop new relationship-building strategies.”
