We’re back with Season 3 of Room For Growth, taking a deep dive into the financial services industry with Chris O’Brien from M&T Bank.

With artificial intelligence proliferating in more and more industries, many financial marketers are in a test-and-learn phase to discover AI use cases with truly impactful business outcomes. In contrast, large banks have begun leveraging AI to tailor messaging based on customer behavior. In turn, there may be a major opportunity to maximize the use of business intelligence tools and the resulting data analytics to further optimize targeted segmentation efforts. 

Chris O'Brien, Senior Product Manager at M&T Bank, is optimistic about AI’s future in this space, especially with use cases like content generation and experimentation as drivers for operational efficiency and growth. As a MarTech strategist, he directly addresses the challenges of balancing centralized control and agility while maintaining trust and making investment decisions in a limited-budget environment. With the financial industry’s increased capacity to collect and analyze behavioral data, firms will have to decide on the importance they place on segmentation versus one-to-one personalization. Ultimately, Chris believes aligning MarTech strategy with business goals and customer needs is paramount.

Hot topics discussed:

• The role of AI and emerging technologies in understanding customers
• Trends and challenges in Finance MarTech
• How to adapt to changing customer behaviors
• Examples of AI integration in business systems

Keep the growth going:

• Connect with Chris O'Brien, M&T Bank Senior Product Manager on LinkedIn
• Connect with Billie Loewen, WillowTree Partner & VP of Growth Marketing on LinkedIn
• Connect with Billy Fischer, WillowTree Partner & VP of Business Development on LinkedIn
• Follow WillowTree on LinkedIn