In today’s financial services landscape, customer experience is the new competitive frontier. Banks and insurers are under pressure to deliver seamless, hyper-personalized, and secure experiences—while modernizing legacy systems and meeting ever-evolving regulatory demands. Artificial intelligence (AI) is at the heart of this transformation, moving beyond theory to deliver real-world impact across the sector. At Publicis Sapient, we help financial institutions harness AI to unlock new value, drive operational efficiency, and create experiences that customers can’t live without.
Customer expectations are rising rapidly. Digital-native consumers demand instant, personalized service across every channel, while fintech disruptors and big tech are raising the bar for innovation. Yet, many established banks and insurers are held back by legacy systems, siloed data, and traditional processes. The result? A widening gap between what customers expect and what many institutions can deliver.
AI is the catalyst that enables financial services organizations to bridge this gap—transforming everything from onboarding and fraud prevention to product personalization and operational efficiency. But success requires more than technology; it demands a holistic, customer-centric approach and the ability to scale AI across the enterprise.
AI-powered personalization is redefining how banks and insurers engage with customers. By unifying data across channels and leveraging advanced analytics, institutions can anticipate needs, recommend relevant products, and deliver proactive support. For example, Publicis Sapient partnered with Lloyds Banking Group to create a "Transactions System of Engagement," bringing real-time data and insights directly to customers and colleagues. This enabled enriched, personalized experiences, faster product releases, and improved customer satisfaction.
Traditional onboarding processes are often slow, manual, and prone to errors—leading to customer frustration and lost revenue. By automating identity verification, document processing, and risk assessment with AI, banks can reduce onboarding times from weeks to hours. OSB Group, working with Publicis Sapient, built a greenfield, cloud-native core banking platform that achieved 90% straight-through onboarding, real-time customer insights, and a scalable foundation for future growth.
With the rise of digital transactions, fraud prevention is more critical than ever. AI-driven solutions can detect suspicious patterns in real time, flagging potential fraud before it impacts customers. For instance, Publicis Sapient helped Lloyds Banking Group implement "Safelists," a digital solution that educates customers and prevents payment fraud—resulting in a 95% reduction in targeted fraud types. AI also powers advanced risk and compliance frameworks, automating regulatory checks and adapting to evolving threats.
Legacy technology is a major barrier to innovation. Publicis Sapient specializes in untangling complex systems and migrating institutions to modern, cloud-native platforms. This not only reduces infrastructure costs and increases agility but also lays the foundation for enterprise-wide AI adoption. Our work with Lloyds Banking Group included core banking modernization, cloud migration, and the integration of generative AI into the software development lifecycle—boosting efficiency by up to 40% while meeting stringent compliance requirements.
AI-driven transformation is not just about technology—it’s about delivering tangible results. Our clients have achieved:
With over 30 years of experience in digital business transformation and more than 100 financial services clients worldwide, Publicis Sapient is uniquely positioned to help banks and insurers thrive in a digital-first world. Our SPEED capabilities—Strategy, Product, Experience, Engineering, and Data & AI—ensure that transformation is holistic, actionable, and sustainable. Our award-winning AI solutions, industry partnerships, and proven methodologies deliver measurable business outcomes and set new benchmarks for customer experience.
AI is transforming financial services from the inside out. Whether you’re looking to modernize legacy systems, personalize customer journeys, or unlock new sources of value through AI, Publicis Sapient is your partner for what’s next. Let’s start your journey to AI-powered customer experience transformation—and deliver the experiences your customers truly value.