The financial sector faces rising customer expectations for personalized, secure digital experiences as agile fintechs disrupt traditional firms. Marketers need a unified view of customer data to deliver interactive, person-led journeys while ensuring compliance. Three trends define the landscape: consumers demand human touch with privacy, AI enables holistic financial wellness at scale, and gen AI is cautiously applied for fraud detection and customer engagement. Success depends on leveraging first-party data, understanding data gravity to bring tools to the data, and responsibly adopting AI to enhance efficiency and trust in highly regulated environments.

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