Personalized Scam Prevention and Support: Closing the Trust Gap in AI-Enabled Banking

The Rising Tide of Scams: Why Trust and Personalization Matter

Australian banks are facing a critical moment. As digital transformation accelerates and cyber threats grow more sophisticated, the expectations of Australian consumers have never been higher—especially when it comes to scam prevention and support for victims. Recent research shows that while 83% of Australians express confidence in their bank’s security and scam prevention measures, a staggering 98% expect robust support if they fall victim to a scam. Yet, only 58% of scam victims found their bank’s assistance satisfactory, with many citing slow response times and a lack of personalized care. This gap between expectation and experience is a trust issue—and it’s one that banks must urgently address.

The Personalization Imperative in Scam Prevention

Australians increasingly demand personalized services from their banks, with 74% expecting tailored conversations and support. However, many still associate true personalization with in-branch, human interactions, and are skeptical that digital channels can deliver the same level of care. This presents both a challenge and an opportunity: banks must leverage AI and data analytics to deliver hyper-personalized scam prevention and support, while maintaining the empathy and transparency that build trust.

Key Customer Insights:

High expectations for scam support: Nearly all Australians want their bank to help if they are scammed, and 65% expect reimbursement for losses.
Dissatisfaction with current support: Only 35% of scam victims found their bank “completely helpful.”
Emotional impact: Experiencing a scam is distressing, and customers value not just the outcome, but the quality and speed of assistance.

How AI and Data Analytics Can Transform Scam Prevention

AI and advanced analytics are reshaping the way banks detect, prevent, and respond to scams. By analyzing vast amounts of customer data in real time, banks can:

Detect suspicious activity early: AI models can flag unusual transactions or behaviors, enabling banks to pause or investigate potential scams before losses occur.
Personalize prevention strategies: By understanding individual risk profiles—such as age, financial situation, or digital literacy—banks can tailor scam education, alerts, and interventions to each customer.
Automate rapid response: AI-powered systems can trigger instant alerts, lock accounts, or guide customers through next steps if a scam is detected, reducing the time to resolution.

Closing the Trust Gap: Education, Transparency, and Human Touch

While technology is essential, trust is built through transparency and human connection. Australians remain wary of AI in banking, with 96% expressing concerns—primarily about the loss of personal interaction and data privacy. To close the trust gap, banks must:

Educate customers: Proactively provide clear, accessible information about common scams, how AI is used to protect them, and what steps to take if they suspect fraud.
Be transparent about data use: Clearly communicate how customer data is collected, analyzed, and protected, and offer customers control over their data preferences.
Maintain access to human support: For complex or emotionally charged situations, ensure customers can easily reach a real person—whether in-branch, by phone, or via digital channels.

Actionable Recommendations for Australian Banks

Invest in Real-Time, AI-Driven Fraud Detection:
- Deploy machine learning models that continuously monitor transactions for anomalies, adapting to new scam tactics as they emerge.
- Integrate these systems across all channels—mobile, web, and branch—to ensure consistent protection.
Deliver Personalized Scam Education and Alerts:
- Use customer data to segment audiences and deliver targeted scam prevention messages (e.g., SMS alerts for high-risk groups, in-app warnings for unusual activity).
- Provide interactive tools and resources that empower customers to recognize and avoid scams.
Enhance Victim Support with Empathy and Speed:
- Streamline processes for reporting scams and accessing support, minimizing wait times and bureaucracy.
- Train frontline staff to handle scam cases with empathy, clarity, and urgency.
- Offer clear guidance on next steps, including how to recover funds, protect accounts, and access emotional support if needed.
Build Trust Through Transparency and Choice:
- Regularly update customers on how AI and data are used to protect them, and invite feedback to improve services.
- Allow customers to set preferences for communication, data sharing, and the level of automation in their interactions.
Collaborate Across the Ecosystem:
- Work with regulators, law enforcement, and industry peers to share intelligence on emerging threats and best practices.
- Participate in public awareness campaigns to elevate scam prevention as a shared responsibility.

The Path Forward: Human-Centered, AI-Enabled Security

The future of scam prevention in Australian banking is not about choosing between technology and human connection—it’s about blending the best of both. By harnessing AI and data analytics to deliver personalized, proactive protection, and by doubling down on education, transparency, and empathy, banks can close the trust gap and set a new standard for customer care.

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 security, deeper trust, and a future-ready banking experience for all Australians.

Ready to redefine scam prevention and support in your bank? Connect with Publicis Sapient to explore how AI and data can help you deliver the protection and care your customers expect—and deserve.