The financial sector is undergoing AI and Personalization lawyer data an unprecedented transformation? driven by Artificial Intelligence and increasingly high consumer expectations. According to the Salesforce Connected Financial Services report ? based on a survey of 6?058 financial institution customers worldwide? including 500 in Italy? key trends emerge that companies cannot ignore.
Financial Security and Customer Experience: Consumers Want More
Economic uncertainty is changing the relationship between customers and financial institutions. 42% of consumers feel less financially a unified view of business secure than they did a year ago? and 79% believe their bank or insurance company has not helped them adequately prepare for economic challenges. It’s no surprise that the search for better service has become a priority: 25% of customers have switched banks in the past year? while more than a third have switched insurance or wealth managers? mostly because of a poor digital experience.
Demonstrating how much user experience matters? 36% of Italians say they would stay with a provider that offers excellent service? even if fees increased? a percentage that rises to 47% among those with a higher income. However? customers are demanding a balance between digital and human contact: 62% would change financial institutions if they felt they were treated like a number rather than a person.
High expectations? limited trust
According to the report? 36% of Italians b2b reviews believe that AI will have a greater impact on financial services than other sectors? with a peak among Millennials (49%) and Gen Z (52%). Consumers see AI as an opportunity to prevent fraud? reduce costs? and simplify routine operations.
However? trust is still a stumbling block: only 5% of Italians fully trust autonomous AI agents? while 46% accept them with some reservations. Customers want more transparency on the use of AI? a clear explanation of the results generated? and the ability to verify their reliability.
“One of the key benefits of autonomous AI will be the ability to get personalized financial recommendations instantly and on demand? without the need for appointments and long waits?” said Eran Agrios ? SVP & GM of Financial Services at Salesforce. “To make collaboration between humans and AI agents effective? financial institutions must adopt AI with trust? transparency? and full regulatory compliance? integrating it into their strategy from the start? and not treating it as an afterthought . ”