Australian banking is at a pivotal crossroads. As digital transformation accelerates, banks face a dual imperative: deliver hyper-personalized experiences that meet rising customer expectations, while preserving the trust and human connection that have long defined the industry. Artificial intelligence (AI), and more recently generative AI, is now the engine powering this transformation—enabling banks to anticipate needs, solve problems proactively, and create value at every touchpoint. Yet, the journey is uniquely shaped by local realities: the enduring importance of physical branches, customer skepticism about AI, and the critical need for robust scam prevention.
Recent research into the Australian market reveals a complex landscape. While 74% of Australians expect banks to offer personalized services and conversations, most still associate these expectations with physical branches rather than digital channels. Despite ongoing branch closures, 72% of Australians have visited a branch in the past six months, and a majority are not in favor of eliminating cash services. This underscores the enduring value Australians place on face-to-face interactions, even as digital adoption grows.
At the same time, Australians are increasingly open to digital innovation—provided it is delivered with care. While 58% believe AI will improve banking services, nearly all (96%) express concerns about its use, citing a preference for human interaction, fears of job losses, and worries about data security. These findings highlight the need for banks to balance digital innovation with transparency, empathy, and robust security.
AI’s role in Australian banking has evolved rapidly. Early efforts focused on basic personalization—tailoring offers or communications based on customer data. Today, leading banks are leveraging AI to:
Generative AI is accelerating this evolution, enabling banks to create dynamic content, automate complex decision-making, and simulate customer journeys to identify friction points before they impact real users.
Australian customers expect banks to deliver the basics brilliantly—whether online or in-branch. The challenge is to shift perceptions so that digital channels are seen as equally capable of providing personalized, empathetic service. This requires an omnichannel approach, where AI-driven insights inform every interaction, and seamless handoffs between digital and human channels are the norm.
For example, customers who visit branches are more likely to expect personalized service (83%) compared to those who haven’t visited in over six months (62%). Banks must leverage AI to replicate this sense of personal attention in digital channels—personalizing communications, anticipating needs, and ensuring that when human support is needed, it is informed by a complete view of the customer’s journey.
Trust remains the cornerstone of banking in Australia. While most Australians are confident in their bank’s security measures, expectations are rising—98% expect support if they fall victim to a scam, yet only 58% of scam victims found their bank’s response satisfactory. AI can play a pivotal role here, enabling real-time fraud detection, automating compliance, and providing personalized scam prevention education and support.
However, banks must also address concerns about data privacy and the ethical use of AI. Transparent communication about how AI is used, robust data governance, and a commitment to ethical AI are essential to maintaining customer trust.
The future of banking in Australia belongs to those who can harness AI not just to personalize, but to anticipate, solve, and create value—proactively and at scale. By balancing digital innovation with a commitment to human connection, trust, and security, banks can deliver the seamless, personalized experiences Australians expect—while building the foundation for long-term growth and loyalty.
At Publicis Sapient, we help banks operationalize AI at scale—combining strategy, engineering, data, and experience design to deliver measurable impact. The journey requires vision, investment, and a relentless focus on customer outcomes, but the rewards are clear: greater efficiency, deeper relationships, and a future-ready organization.
Ready to accelerate your AI-driven transformation? Connect with our experts to unlock the full potential of AI for your bank—and your customers.