Agentic AI in European financial services: The pilots are preparing to take-off
Hyper-personalise customer experience to deliver greater value
Agentic AI-powered chatbots and virtual assistants can understand customer context, retrieve the right information, and perform complex tasks such as resolving disputes. Analysing customer information, such as risk appetite and financial goals, they can recommend highly contextualized financial products and services. AI agents outperform routine personalisation tools by acting as personal financial concierges, autonomously performing tasks such as sweeping funds to better yielding accounts and rebalancing portfolios.
The following example illustrates how European banks can leverage an agentic AI ecosystem to offer a highly efficient, frictionless and personalised mortgage application experience: A customer shopping for a mortgage can ask a market evaluator agent to compare offerings from different banks and shortlist those best meeting their requirements. Separately, a financial health analyser agent reviews the applicant’s credit history, financial position, spending habits etc. to calculate a realistic monthly instalment.
A reviewer agent refines the original shortlist for the customer to choose from; finally, another agent submits the application directly to the concerned bank.
Get innovative with the emerging generation of consumers
The gaming industry presents a compelling frontier for banks to engage younger, digitally native audiences with gen AI. With so many gamers interacting in immersive virtual environments, banks can leverage gen AI to create hyper-personalised financial experiences that align with gaming lifestyles and personas. For example, AI-driven insights can enable banks to offer micro-investment products based on in-game spending behaviour, offer dynamic credit options for digital purchases, and design savings plans that reward financial discipline with virtual incentives. By integrating with gaming platforms and analysing behavioural data in real time, banks can deliver contextual financial nudges—such as suggesting a budgeting tool or offering crypto-linked rewards for in-game achievements. The integration of gaming and finance, powered by gen AI, not only enhances customer engagement but also positions banks as lifestyle partners in the digital economy.
Moving ahead
While agentic AI is a clear step up from traditional AI, its implementation is also more complex. European financial institutions should prepare for more than just technical integration challenges, from heightened data privacy and security risks to opaque “black-box” agentic AI systems to ethical concerns and talent shortages.
Banks in Europe, most of whom are still in the early stages of adoption, should proceed thoughtfully on the agentic AI journey. At the highest level, they may need to rethink operating models for agile development and cross-functional collaboration, and create an organisational culture that values rapid experimentation, continuous learning and customer-centricity. Next, they should create a comprehensive roadmap, covering strategic objectives, technical readiness, use-case prioritisation, model explainability and transparency, workforce upskilling, and change management. Banks should take these decisions within a Responsible AI framework to unlock value from agentic AI in a secure, compliant and ethical manner.
Jay Nair, EVP, Industry Head, Financial Service and Public Sector, Infosys
"Agentic AI in European financial services: The pilots are preparing to take-off" was originally created and published by Retail Banker International, a GlobalData owned brand.
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