Jim Marous: Over half of financial institutions in 2026 study have operational generative AI

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Jim Marous: Over half of financial institutions in 2026 study have operational generative AI — Generative AI adoption in finance study

More than half of financial institutions surveyed in the 2026 State of Financial Marketing research have generative AI already operational or at a more advanced stage.

According to Jim Marous, publisher at The Financial Brand, the research found that 55% of institutions are not using predictive AI, and 78% are not utilizing the tool referenced in the linked resource.

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Jim Marous previously noted that banks have shifted digital platforms from support functions to central roles for customer transactions in recent coverage of digital banking. Earlier research by Marous found that 67% of personalization in 2026 financial marketing is mainly targeted at audience list selection, according to his findings on marketing personalization. These observations provide context for current adoption trends in AI across the financial sector.

This material may contain third-party opinions, none of the data and information on this webpage constitutes investment advice according to our Disclaimer. While we adhere to strict Editorial Integrity, this post may contain references to products from our partners.

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