From hype to impact: making AI work in financial services

James Clark explores how AI agents are transforming financial services. Boosting productivity, enhancing CX and driving real business impact.

By James Clark

Head of Customer Goals

4 minute read time

Jensen Huang, CEO of NVIDIA, declared 2025 the “year of AI agents” and predicted a wave of “digital workers” - AI-driven agents capable of understanding tasks, planning, and acting, transforming enterprises. This isn’t just a tech soundbite; it signals a tipping point. Analysts and industry leaders agree: 2025 and 2026 is when AI agents move from concept and lab prototypes to real-world deployment.

AI is no longer a distant concept, it’s here, shaping how we work and live. It’s more than just a clever assistant for chat, search, or content generation, it’s becoming a digital worker, capable of autonomous tasks that reshape workflows. For leaders like Huang and Benioff, this is more than a technology trend; it’s an economic and organisational transformation. Digital labour will redefine workforce structures, reduce costs, and unlock new productivity models across sectors, from customer service and coding to marketing and operations.

Yet, there’s a paradox. The recent MIT “GenAI Divide” report found that global enterprise investment in generative AI has reached $30-$40 billion, but only 5% of integrated AI pilots delivered measurable returns. That gap tells us something important: AI isn’t magic. The capability still face hurdles around reliability, data quality, governance and accountability. It’s a capability that needs thoughtful integration to deliver real value.

AI is redefining customer experience (CX), from smarter workflows and data-driven insights to seamless digital journeys, it’s not about replacing humans but how we can enhance human connection in an AI-driven world. Generative AI promises richer, more personalised interactions but success depends on how well we integrate these tools into real business processes.

At RBS International, we see AI as a partner, not a replacement. People remain the differentiator. Our goal is to free colleagues from repetitive tasks so they can focus on what matters most: building relationships and delivering exceptional client outcomes. Think of AI as a new hire, it needs onboarding, training, and continuous development. Without that, the promise of efficiency and insight quickly fades.

We’ve started by embedding AI into workflows where it makes the biggest impact. For example, helping teams simplify data-heavy processes so they spend more time with clients. It’s early days, but the results are encouraging and the lessons are clear.

Here are seven principles we’ve learned along the way:

Start with a specific problem - focus where ROI is highest.
Measure relentlessly - define success metrics upfront.
Choose the right tool, not the flashiest one - context matters.
Integrate, don’t bolt on - design AI around workflows.
Train and involve your team - bridge the skills gap.
Design for trust - make AI explainable and include fallback options.
Support humans, don’t replace them - let AI free up time for high-value work.

AI adoption isn’t about chasing hype; it’s about creating impact. My advice? Start small, learn fast, and keep people at the centre of your strategy.

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From hype to impact: making AI work in financial services

By James Clark

Head of Customer Goals

4 minute read time

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