2025年人工智能与数字化趋势：金融服务

Foreword In thisAdobe 2025 AI and Digital Trends for Financial Servicesreport, we examine how the growing gap between customerexpectations and experiences presents challenges for organizations to keep up and opportunities for them to stand out. Driven bythe desire to give customers meaningful digital interactions that improve financial health, organizations are learning the value ofconnected data and AI-powered tools to capture insights that help deliver what their customers need. And while AI is helping to Key findings Retail banks focus on financial health while wealth and assetmanagement firms modernize for younger customers. The financial services industry currently revolves around understanding customer desires for meaningful digital interactions and With their wider portfolio of products and more frequent customer interactions, retail banks continue to focus on meaningful digitalinteractions around customers’ financial health (50%) — much stronger than the insurance sub-industry, which sits at only 41%. Meanwhile, given their older customer base, wealth and asset management firms are increasing their focus on the expectations oftheir next-generation customers. As millennials start to inherit wealth from their parents, 45% of firms are modernizing experiencesfor these younger customers — CNN reports millennials could become the richest generation in history, with as much as a $90 trillion In the insurance sub-industry, with high competition from online brokers and comparison sites, 38% of organizations are stillprioritizing strategies to ward off these digital entrants. Comparatively, only 25% in wealth and asset management view this as a Brands are falling short of high consumer expectations. When it comes to data privacy and consistent experiences across channels, consumers expect a lot from brands in banking,investment, and home or auto insurance. When surveyed about specific brands in these fields, 90% of consumers rated data privacyas very important or critical and 79% wanted consistent experiences across physical and digital channels. Unfortunately, only 58% of There’s a great opportunity for financial services industry (FSI) brands to stand out by anticipating consumer needs and givingpersonalized recommendations — 70% and 66% of consumers respectively expect these services from brands. However, only 32% There’s also a massive 50% gap between the priority consumers place on transparency when using AI generated images (74%) andwhat they believe brands are providing (24%). The financial services industry excels at security and consistencycompared to other fields, yet personalization lags. Financial institutions are a space where people seek peace of mind before investing money, and consumers do believe FSI is providingsufficient assurances over privacy (58%) — more highly rated than all other industries they were asked about. Consumers believebrands in this field also deliver consistent experiences across digital and physical channels (47%). Comparatively, 43% of consumers believe travel and hospitality brands do a good job making personalized product recommendations— 10% more than FSI. They also believe travel brands are more likely to anticipate needs and deliver timely offers — 39% versus FSI’s32%. Data and products in travel and hospitality are, of course, less regulated than in FSI, which factors into these numbers. Poor perceptions surrounding the transparency of AI-generated images is likely due to how new this technology is and because not all FSI remains focused on generative AI use and innovation. Even with a sixth option added to the question of what areas FSI companies will prioritize this year, using generative AI to drive betterclient interactions and improve employee productivity remains a top focus, growing to 56% in 2025. Broken down by sub-industry,both wealth and asset management and insurance providers show a strong focus on using AI to reshape client relationships at 60% As one example of how brands in wealth and asset management are leading the pack, Morgan Stanley Wealth Management recentlylaunched a generative AI-based tool that helps financial advisors with administrative tasks, such as note-taking, summarizing clientmeetings, and drafting client emails. Using generative AI to free up advisor time so they can focus more on client engagement is one of When asked about agile organizational evolution in response to market conditions, only 39% of FSI companies reported plans to Chatbots dominate generative AI use with data analysis and journeyoptimization coming up fast. As consumers continue to demand quicker, better customer service from their financial institutions, it makes sense that chatbots andcustomer support have become the most established use case for AI in FSI. Because chatbots solve a tangible business problem in an Hoping to meet consumers with more instantaneous support, 49% of organizations have already rolled out AI solutions — 22% of Se