How Agentic AI will transform marketing and customer experience in financial services

Yousef Khalili is the Global Chief Transformation Officer at Quant, which develops cutting edge digital employee technology.

For decades, navigating the world of financial services from the outside has been difficult, daunting and, for many people, intimidating. Conversations around finance can sound like a different language. With the immersion of AI into the industry this could all change and make the fear of entry disappear.

Starting a career in finance is already being reshaped by the power of artificial intelligence. The data entry era of finance is nearly complete, as AI has been implemented to handle these repetitive tasks. In fact, 58% of job functions in finance engage with AI. The next two aspects of finance that AI, specifically agentic AI will revolutionise? Customer service and marketing.

Customer Service

From banking, to insurance, and to the most advanced levels of financial planning Agentic AI is set to improve customer care, operational productivity, and personalised financial advising, just to start. This begins with the fact that agentic agents can scale endlessly, work 24 hrs a day without need for a break or a vacation, learn from all interactions and act with near 100% independence. Imagine never waiting on hold, never having to “listen to this entire message as our numbered options have changed.” When you call a financial institution staffed by agentic agents, an expert answers immediately to assist you. You’ll never again bounce around between departments before your call is unceremoniously dropped and you are forced to start the process all over again.

Now, once you’re a customer, the advantages brought by agentics increase. Agentics improves compliance monitoring and credit ratings by handling both more efficiently and at a lower expense. When managing your wealth portfolio, agentic AI professionally controls assets, optimises performance depending on the market fluctuations, and simultaneously provides personalised trade and investment advice.

This allows an average person to manage their financial future with more confidence in a safe environment. Their investments will be far more successful from leveraging AI, which will help increase their ROI and build wealth to secure their financial future.

Marketing

If you are in the world of finance and you want to grow your client roster and solidify yourself as a leader in the industry, leveraging agentic AI will be a huge differentiator for you from the competition. As of the end of 2024, fifty-one percent of marketing teams reported using AI to optimise content, and that number will only grow. Its use in finance will be revolutionary. By using AI you can create hyper-personalization at scale without sacrificing quality of content. When properly coded and deployed, AI will sort through massive amounts of data, including client behaviour, financial goals, and preferences, to create highly tailored marketing messages and product recommendations at a speed that is not possible by humans.

Agentic will also learn on its own and be able to optimise your campaigns in real-time. Based on your desired outcomes, whether it be engagement, form fills, content downloads, et cetera, your campaigns will autonomously adjust messaging, targeting, and resource allocation to optimise results and improve ROI. Simultaneously it will gain an increasingly deeper understanding of your potential customers’ behaviour. Via advanced analytics and natural language processing, agentic AI can uncover subtle insights into customer behaviour, needs, and sentiment that might be missed by humans.

Additionally, agentic AI has a faster and more accurate response to market changes. It will monitor market trends, competitor actions, and economic trends, allowing for instant adjustments to marketing strategies and product offerings. This increases your competitive edge and will help you be consistently first to market with timely and appropriate messaging no matter the market conditions.

Once your AI marketing funnels leads to your sales teams or your website, agentic AI can then filter these leads and only send those that are most likely to convert into clients. It can autonomously monitor data sources such as online behaviour, intent signals, and company information. This allows your sales team to focus and not waste time on dead leads.

Adopt or Die

The time for agentic AI adoption is today. The power of this technology will put you ahead of any competition, help you better service your clients, and lessen the strain on your entire staff. Take advantage and drive down cost, increase your efficiencies and increase your client count. Agentic AI allows you to do this via 24 hour customer service that actually resolves client and lead issues without escalation or elongated hold times. Those that interact with your firm are then more satisfied and feel more confident in you and your products.

Increase leads and awareness with agentic as it personalises every marketing touch at scale and learns in real time which campaigns are resonating, reallocate budget and drive desired results with little to no human input. Buy into the power of agentic AI now or watch and as your competition does, and wins.