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Report

Rethinking Banking, Finance and Insurance CX in the Age of AI

CCW Digital's 2026 Vertical Market Study, paired with a CSG companion guide to deploying AI in your highest-stakes moments without compromising trust. See how banking, finance, and insurance leaders are rethinking CX as AI reshapes every journey, then put the research to work with a Trust-First AI Operating Model that defines where AI should inform, where it should recommend, and where humans must stay in control.

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What’s inside

Part 1: The Market Study from CCW Digital covers the state of banking, finance, and insurance CX

The top CX priorities leaders are funding, led by better customer analytics and insights
The accelerating shift to digital across banking and insurance and what it means for service expectations
Why self-service is stalling and where AI is adding customer effort instead of removing it
How the live agent role and customer trust are evolving

Part 2: The CSG Guide delivers a Trust-First AI Operating Model for high-stakes moments

A simple Inform / Recommend / Act boundary for what AI can safely say and do
Practical escalation and handoff rules for the moments that matter the most
A repeatable pattern you can apply to fraud alerts, renewals, fee and rate changes, billing, and claims
A 90-day path to put the model to work on one critical journey

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BFSI Insight

By the numbers

77%

of customers will primarily bank digitally by 2030

88%

of policyholders say they’re more likely to renew when terms are clear

68%

of customers are comfortable with AI assisting in at least one part of their banking experience

19%

of customers are comfortable letting AI act on their money, like submitting a payment

Create clarity across banking and insurance journeys

Clear communications aren’t just about what you say, but whether customers know what to do next, especially as AI takes on more of the conversation. Financial institutions and insurers need governed systems that deliver timely, accurate outreach and know when to bring a human in.

From everyday account updates to high-stakes moments like fraud, claims, billing, and renewals, CSG helps you put a trust-first model to work, so AI informs and explains, recommends within guardrails—and never acts alone on money or terms.

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