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ABA: The American Bankers Association
Industry Insight

The State of AI in Financial Services Marketing: Expectations, Uses, and Impact

  • Brought to you by Persado
  • Published August 12, 2025

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Many marketing teams are overwhelmed by vendor AI washing and fear potential AI-related risks — especially in highly regulated industries like retail banking. There’s also an education gap; many institutions do not understand the most effective way to use and measure AI for content generation, to not only drive better marketing outputs — but also outcomes — through greater customer engagement (source: Forrester). When it comes to retail banking, a consumer study conducted by ResearchScape (sponsored by Persado) found consumers are eager for more relevant, personalized customer experiences from their banks, even when communications are powered by AI. Read on to discover key findings from that study.

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