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3 practical ways to power the FinServ customer experience with AI

Looking to build personalized customer experiences with AI tools from AWS? Here are three strategies for financial services industry leaders.

Oct 9, 2025 • 3 Minute Read

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Financial services organizations adopted AI early, leveraging it to power chatbots and voice assistants. Now, leaders are looking to use AI to deliver the personalized experiences customers really want.

Dramatically changing the customer experience is proving to be a challenge, though. FinServ leaders say creating personalized products and services is one of their top goals for implementing AI. But, according to research from Enterprise Strategy Group, only 39% of financial services organizations have delivered an improved customer experience with AI so far.

Read on for three actionable strategies to transform the customer experience with AI.

3 opportunities to improve the customer experience with AI

If you want to create a more compelling customer experience with AI, where should you focus your efforts over the next 12 months? Consider these three opportunities to transform the FinServ customer experience.

1. Build AI initiatives on a strong data foundation

A sound data strategy is a crucial first step to a successful AI program. AI-powered technologies rely on vast amounts of data to uncover insights and optimize operations. If the data is no good, neither are the outcomes. 

When clean data is the foundation of your AI projects, the possibilities are endless. For example, you can apply AI and machine learning tools in credit scoring and underwriting. This provides more accurate credit decisions faster. As a result, AI-driven underwriting speeds up loan approvals, reduces paperwork, and creates a more seamless experience for both lenders and borrowers.

Some financial institutions are even modernizing their claims processing lifecycle with AI technologies like Amazon Bedrock, Knowledge Base, and Agents. This allows them to streamline the end-to-end workflow, from validating claim reports to assessing property or vehicle damage through image analysis. Humans take it from there, reviewing AI-generated reports to ensure they align with company policies and ethical guidelines. 

2. Use AI to support your customers in ways they already expect

If your financial services organization hasn’t yet explored AI, consider AI-powered chatbots, virtual assistants, and sentiment analysis tools as a first step. 

Intelligent chatbots built with Amazon Lex, for example, enable banks and insurance companies to efficiently handle customer inquiries, reduce wait times, and improve overall customer satisfaction. 

Another great example of AI in action comes from Australian health insurer nib. They created an AI-driven digital assistant named Nimby to handle customer inquiries. 

Powered by AWS technologies, this AI tool has reduced the need for human customer service support by 60% and decreased agent-handled phone calls by 15%, significantly reducing costs while increasing customer satisfaction. 

Over the past several months, nib has also implemented other AI solutions, including claims processing and personalizing recommendations for travel insurance.

3. Create a culture of continual learning for your customer-facing teams

AI continues to evolve and so will your customer experience—but only if your people are empowered with the right knowledge and confidence.

A culture of learning starts by upskilling, reskilling, and cross-skilling your teams so they can use AI effectively. Give them access to learning resources, provide time to learn on the job, and explore ways for them to apply their new skills. As technology evolves, reassess your approach to learning and development to ensure teams learn the right skills.

Learn how to build a continuous learning culture.

How to use AI in your financial services organization

AI isn’t limited to the customer experience. Learn more about how FinServ organizations are using AI, including what tools they’re investing in to advance their business. Get the guide.

Pluralsight Content Team

Pluralsight C.

The Pluralsight Content Team delivers the latest industry insights, technical knowledge, and business advice. As tech enthusiasts, we live and breathe the industry and are passionate about sharing our expertise. From programming and cloud computing to cybersecurity and AI, we cover a wide range of topics to keep you up to date and ahead of the curve.

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