Will Artificial Intelligence transform the customer journey for Financial Services firms?

With the advent of artificial intelligence driving change across many industries, how are Financial Services firms harnessing this technology? And do their customers benefit? Once upon a time, businesses were firmly in command of the customer journey, often dictating the time, place, level of interaction and the duration of the transaction completion. However, in the last few years we've seen the customer rapidly take control; this has manifested itself through initiatives such as the Current Account Switching Service (CASS), the CMA's review into banking competition, technology developments such as Nationwide's "Nationwide Now" proposition that allows customers to speak to an advisor [in branch] when they want and Metro Bank's determination to open their stores beyond the 9-to-5 standard. Potentially, this behavioural change will have a transformative effect on how businesses engage their customers and prospects – after all, it is becoming much easier to switch providers. Businesses born in the post-digital world are paving the way in rethinking the whole approach to the customer journey and user experience.