Marketing Trends across Financial Services 15 Financial Services Marketing Leaders Say AI Will Transform Personalization With AI as the fastest growing marketing tech for financial services, it's worth a closer look at its expected impact. Most anticipate that AI will transform, to some degree, their ability to personalize marketing and deliver the right message at the right moment. However, budget constraints and customer privacy are the top roadblocks to executing an AI strategy. Fina ncial services businesses would do well to keep customer privacy top of mind, since 78% of consumers say their loyalty to a company is influenced by that company maintaining their personal privacy.* Anticipated Top Areas Where Financial Marketers Expect AI to Have a Transformational Growth in Impact on Their Business over the Next Five Years* * AI Use Banking 1 2 3 65% 24% +37°/o Delivery of the right User-generated Sentiment analysis • Currently use • Plan to use within two years message, on the right content channel, at the right ume Capital Markets 1 2 3 59°/o 31 °/o Hyper-personalized Productivity of marketers/ Delivery of the right product business insights across message, on the right • Currently use • Plan to use within two years recommendations data and systems channel, at the right time Insurance 3 +60°/o 1 2 55% 33% Hyper-persona, :zation Productivity of Programmatic advertising content marketers and media buying/ • Currently use • Plan to use within two years of delivery of the right on the right message, channel, at the right time Wealth Management and Other Financial Services*** 1 2 3 Dig·tal asset management