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Practical Applications for Artificial Intelligence in Bank Marketing

Track: Data-Driven Marketing

This interactive round table discussion, led by Huard Smith, VP/Principal Consultant at Forrester and lead of the Financial Services Consulting Practice, will uncover how Artificial Intelligence (AI) solutions are used today in retail banking. Use case examples will be explored across the customer life cycle, which includes six distinct phases of engagement from product discovery, exploration of options, buy, use, ask, and engage phases (which includes retention, cross-sell/up-sell, and advocacy efforts).

Mr. Smith will provide a brief review of Forrester’s perspective on the future of AI and will share how these use case examples impact business functions from product design, marketing and sales, account opening and onboarding, operations, account management and customer service. Attendees will have the opportunity to ask questions to clarify ideas and explore some details of the examples.