How AI-Driven Personalization Is Powering the Next Era of BFSI Engagement

At Artefact, we work closely with some of the world’s leading financial institutions to help them turn data into actionable strategies. We see firsthand how complex and urgent it is for BFSI organizations to evolve how they engage customers.

It’s not just about going digital. It’s about going intelligent: using AI to personalize interactions, automate decisions, and build trust at every step of the customer journey.

That’s why we recently partnered with MoEngage and Treasure Data to co-host a webinar titled
“Banking on Trust: AI-Driven Personalization to Fuel Customer Growth.”

The session supported the release of our new joint report, The State of Cross-Channel Marketing in Financial Services 2025, which surveyed 900+ B2C marketers, including 150+ from banking, insurance, and asset management organizations. The findings confirmed what we’re already seeing in the field. AI adoption is rapidly increasing, data unification remains a challenge, and the ability to deliver secure, real-time personalization is becoming a major competitive advantage.

Akhilesh Kale (AK), U.S. Financial Services Partner at Artefact, joined the session to share insights from his work across banking, insurance, and wealth management clients.

Below, we’ve highlighted several of AK’s most impactful takeaways, along with three moments we recommend watching in full.

One of the key messages AK delivered was that personalization in financial services must be rooted in governance, not just experience. BFSI institutions are understandably cautious when it comes to using AI and customer data. But that caution should evolve into a structured model that enables responsible, scalable personalization.

“Most institutions we work with aren’t just treating personalization as an experiential play. It’s a governance measure,” AK explained. “They’re implementing AI ethics boards, and in some cases, embedding them directly into marketing to vet personalization strategies before they go live.”

Video Highlight #1: AK on how a major U.S. bank integrated its AI ethics board into the marketing team to ensure compliance and ethical alignment for all personalization initiatives.

This perspective reinforces a point we see in our day-to-day work with clients. Personalization is not just a Martech challenge. It is an enterprise capability that requires legal, compliance, product, and marketing teams to work in sync with a shared vision of trust.

AK also spoke about the transformation taking place as financial services shift from broad segments to real-time, behavior-based engagement. Thanks to AI, many organizations are moving from static personalization models to dynamic customer journeys that evolve based on real-time signals.

“Leading organizations have moved past demographic segmentation. They’re now reacting to signals like application drop-offs or life events, and delivering nudges that are timely, personalized, and relevant across channels.”

Video Highlight #2: AK shares examples of dynamic, AI-powered personalization in banking, insurance, and wealth management—from nudging users to complete a credit card application to personalizing rollover reminders for 401(k) transitions.

This approach allows BFSI marketers to make their communication feel natural and helpful rather than intrusive. By building real-time experiences that respond to customer behavior, brands can deliver highly relevant messaging that strengthens relationships and drives action.

Not every financial services organization is ready to fully adopt AI across their marketing stack. That’s why AK recommends an incremental, use-case-driven approach. The key is to start small, build momentum, and expand once you prove results.

“Dream big, start small, scale fast. Most BFSI firms already have rich first-party data. Start by applying lightweight AI models to that data to power targeted use cases that can deliver value right away.”

Video Highlight #3: AK outlines a practical framework for getting started with AI, including how to use existing infrastructure and data governance programs to support quick wins in personalization.

AK also pointed out that many institutions already have robust data foundations created for compliance or risk management purposes. By tapping into these existing assets and layering on a CDP for activation, marketers can begin delivering personalized experiences without needing to rebuild from scratch.

Throughout the discussion, he emphasized that the effectiveness of AI is directly tied to the structure behind it. He encouraged teams to think beyond tools and platforms and focus on building internal alignment, governance, and collaboration across departments.

“It starts and ends with people,” he noted. “You need marketing, product, sales, and data teams aligned. You need internal champions who can drive adoption. And you need strong data governance to scale responsibly.”

This advice reflects what we consistently advocate for at Artefact. The BFSI firms that are achieving the most with AI and personalization are not just early adopters of technology. They are organizations that have developed the cultural and operational frameworks to move quickly while maintaining compliance, security, and customer trust.

Want to hear more from AK and the full panel of experts?

The complete webinar is available now.