Reading Time: 3 minutes Recently, we brought together industry experts from Treasure Data and Artefact to discuss the evolving landscape of BFSI (Banking, Financial Services, and Insurance) marketing. This post summarizes the key insights and takeaways from the “Banking on Trust: AI-Driven Personalization to Fuel Customer Growth” webinar.   Report Overview: BFSI Marketing in 2025 The webinar kicked off with an overview of a new report surveying 153 BFSI professionals, comparing their strategies to those of 847 B2C marketers. The report highlighted how BFSI marketing strategies have evolved from 2024 to 2025 and how they stack up against the broader market.  Key findings included: Digital Reliance: The BFSI industry leans heavily on digital engagement, with email, mobile apps, and social media leading the charge. AI Adoption Surge: The percentage of BFSI marketers not using AI has drastically decreased, signaling widespread adoption. Key Challenges: BFSI marketers face significant challenges in cross-channel execution, delivering secure personalized experiences, and leveraging real-time analytics due to fragmented customer data.            Topic 1: Building Hyper-Personalized Experiences at Scale Personalization is crucial for growth in BFSI. Customers expect relevant and timely communications, whether it’s a credit card recommendation or investment insight.    Financial institutions are successfully balancing scale, compliance, and personalization by: Treating personalization as a governance imperative: Investing in Customer Data Platforms (CDPs) that unify data and enforce consent management and AI explainability. Building a robust customer data strategy: Unifying fragmented data sources to create a comprehensive view of clients. Recognizing personalization as an organizational maturity issue: Emphasizing ethics, governance, and trust.   Topic 2: AI, Automation & Real-Time Engagement AI and automation are pivotal in anticipating customer needs, detecting risk, and delivering the right message at the right moment.  Key insights include: Event-driven personalization: Using AI to respond to behavioral triggers such as application drop-offs or spending changes with real-time personalized engagement. Tailored AI Applications: Different BFSI sectors use AI in nuanced ways. For example, retail banking might use AI for churn prediction, while wealth management utilizes it for trend analysis. Focusing on Real Signals: Effective AI usage involves reacting to real signals like onboarding drop-offs or spending habit shifts, making interactions feel natural and proactive.   Topic 3: Cross-Channel Engagement: The Digital-First Imperative BFSI brands heavily prioritize digital channels, but cross-channel execution remains a significant challenge.  Key takeaways include: Triggered Journeys: Using AI to deliver personalized content across channels in real-time. Cross-Channel Message Consistency: Ensuring a unified message across all channels to build trust. Automated Cross-Channel Journey Orchestration: Using AI to design automated journeys based on interaction data. Channel Strategy by Product Type: Different financial products require different channel strategies. For example, credit cards often rely on mobile and email, while mortgages involve branches and agent chat.   Topic 4: The Future of Customer Engagement in BFSI To future-proof customer engagement strategies, BFSI firms should prioritize: Embracing Predictive AI: Forecasting customer behaviors and trends to enable proactive engagement. Developing an Omni-Channel Strategy: Ensuring consistent and personalized messaging across all touchpoints. Implementing a Privacy-First Approach: Prioritizing data security and transparent data practices to build trust. Building a Governed AI Personalization Layer: Integrating AI across marketing, servicing, and product. Investing in Real-Time Data Streaming: Powering contextual experiences with up-to-date data. Experimenting with New Engagement Formats: Exploring AI Agents, personalized video statements, and automated financial coaching.   Banking on Trust: Webinar Wrap-Up The webinar concluded with key takeaways emphasizing that: Personalization is an organizational capability requiring clean data, strong governance, and lifecycle use cases. AI and automation shift communication from reactive to proactive, acting on behavioral signals in real-time. Cross-channel engagement needs unified experiences with journey ownership and consistent messaging. The future of customer engagement relies on strong data infrastructure, governed AI, and agility. These insights provide valuable guidance for BFSI marketers looking to enhance customer engagement and build trust in an evolving digital landscape.  Want to dive in deeper? Watch the full “Banking on Trust” webinar on-demand here.   The post Banking on Trust: Key Takeaways on AI-Driven Personalization in BFSI appeared first on MoEngage.