AI is rapidly becoming a primary source of information for customers seeking financial answers. From budgeting to borrowing, AI tools are shaping how people understand and manage their financial lives. But with this rise in AI-driven engagement comes a growing concern: Can the information customers receive be trusted?

This shift presents both a challenge and an opportunity for financial institutions. The ability to deliver trustworthy, accurate, and proactive guidance through AI will define which institutions lead in the next era of customer engagement.

Customers Are Turning to AI for Financial Guidance

Today, nearly half of users rely on AI to answer financial questions. These include everything from comparing mortgage rates to understanding credit scores. This signals a major behavioral shift. Customers no longer start their financial journey on a bank’s website or inside a branch. They begin by asking AI-powered tools for advice.

This creates new expectations. Customers want answers quickly, but more importantly, they want reliable answers. If the information they receive is inconsistent or misleading, the institution behind it risks losing trust.

Trust Is Not Optional. It Is Foundational.

Research shows that a large proportion of consumers are still concerned about misinformation from AI. This concern is valid. AI tools that are not tailored to the financial services industry can generate content that appears confident but lacks accuracy.

Trust cannot be retrofitted into an AI strategy. It needs to be built from the ground up. That means using data sources that are accurate, current, and institution-approved. It means ensuring that AI-generated responses are explainable and auditable. And it means providing customers with a consistent experience across every digital touchpoint.

At Senso, we help financial institutions implement AI that prioritize reliability. Our platform allows institutions to resolve customer’s questions and meet customer’s real-life needs with the most current, accurate knowledge and practices. 

AI Should Improve Experiences, Not Just Efficiency

Much of the current investment in AI is focused on automation. Businesses are using AI to save time, reduce costs, and speed up internal processes. While these benefits are important, they are not enough.

Financial institutions that want to stay competitive need to use AI to improve customer experiences, not just for back-office efficiency. That includes anticipating customer needs, identifying financial stress early, and delivering timely recommendations that feel personalized and human.

According to recent data, over 60 percent of organizations already use AI to streamline marketing and operations. But fewer have taken the next step toward using AI as a front-line engagement tool. This is the real opportunity.

Responsible AI Starts With the Right Foundation

Customer trust will become the new benchmark for AI performance in financial services. That is why institutions must lead with responsible AI. They need to go beyond regulatory checkboxes and build systems that reflect their values.

This includes:

• Training AI models on accurate, institution-specific data

• Implementing strong governance and oversight processes

• Ensuring outputs are transparent and aligned with regulatory standards

At Senso, we partner with banks and credit unions to embed responsible AI into every layer of the customer experience. Our goal is to ensure that institutions are not only answering questions but doing so with clarity, accuracy, and trust.

The Next Frontier of Customer Engagement

AI is not a trend. It is a permanent shift in how customers engage with financial services. Financial institutions that want to stay relevant need to act now. The question is no longer whether to use AI, but how to use it responsibly and effectively.

Senso is here to help institutions move beyond reactive service and into a future of predictive, personalized engagement. By focusing on accuracy, trust, and customer outcomes, financial institutions can lead with confidence in a rapidly changing digital landscape.

Let’s build that future together.