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COGNIZANT BLOG
THE ANALOGUE ENDGAME: GENERATIVE AI USHERS IN A NEW DIGITAL ERA
Written by John Da Gama-Rose, Head of Banking & Financial Services, Global
Growth Markets, Cognizant
March 25th 2024
--------------------------------------------------------------------------------
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FINANCIAL SERVICES LEADERS MUST EVOLVE THEIR THINKING AND RE-ARCHITECT THEIR
ORGANISATIONS TO THRIVE. BOLD LEADERSHIP AND A DIGITAL-FIRST APPROACH ARE THE
KEYS TO TRANSFORMATIVE INNOVATION.
The rise of generative artificial intelligence is not just another technology
trend but a fundamental paradigm shift demanding new business models and
leadership. As AI-powered tools like large language models mature, they are
poised to reshape entire industries and redefine what’s possible - particularly
in the financial services industry, which remains mired in an analogue mindset
ill-suited for the digital age.
Leaders must radically reimagine their approach to enable their organisations to
stay relevant and thrive in this new era.
Financial institutions are awash in data, and sophisticated AI models are
increasingly accessible. The real challenge is that many attempt to bolt
generative AI onto legacy structures, processes, and assumptions. The core issue
is not a lack of data or algorithms.
Layering ever-more advanced AI over inefficient legacy operating models is a
recipe for compounding technical debt, squandered potential, and a lack of
clarity on the return on investment. A more profound transformation is needed.
And a new language is required. The current discourse surrounding gen AI is
rooted in science fiction tropes. We need a new language to describe this
technology's potential for enhancing business delivery and its societal impact.
In essence we require a paradigm shift in how we discuss gen AI.
CREATING VALUE IN A DIGITAL ECONOMY
Realising the full promise of generative AI requires more than incremental
enhancements. It demands a wholesale re-architecture of how financial services
organisations create value in a digital economy. This is not a one-time project,
but a multi-year journey to redesign core processes, technology stacks, talent
models, and even the very nature of banking products and services.
In an analogue world, products like checking accounts, mortgages, and credit
cards were relatively static, one-size-fits-many constructs. These traditional
products may become relics of an era of mass personalisation and real-time
adaptability enabled by generative AI.
The future may belong to “digitally agile products”– dynamically generated
bundles that continuously morph to align with fast-changing individual needs and
contexts. Imagine a credit facility that intelligently reassembles itself daily
based on a customer’s cash flow, spending patterns and life events. Or a
mortgage that proactively recalibrates its terms as market conditions shift.
Achieving this level of agility and personalisation will require decomposing
monolithic systems into modular, API-driven micro-services that can be speedily
orchestrated to compose novel solutions.
Compliance also must evolve from a reactive checkbox to an attribute engineered
into systems at the outset. And analogue-era silos between front, middle and
back offices must give way to multidisciplinary pods oriented around customer
journeys.
DIGITAL-SAVVY LEADERS
Most importantly, delivering on the promise of generative AI will demand a new
breed of digital-savvy leaders who can champion bold roadmaps, shepherd
organisational transformation, and inspire teams to collaboratively invest and
create.
These leaders will need to traverse the realms of strategy, technology, and
talent fluently to cultivate data-driven cultures of innovation. They must also
be provocateurs, challenging orthodoxies and stretching their organisations’
thinking.
This is not change for change’s sake, but a strategic imperative to remain
competitive in a rapidly evolving landscape. Generative AI has the potential to
fundamentally redefine customer expectations and reshape market dynamics in
financial services.
Forward-thinking incumbent banks must seize this opportunity to transform into
genuinely digital-native organisations. Laggards risk disruption from
traditional competitors, tech giants, and agile fintech players unencumbered by
legacy real estate.
The roadmap to a generative AI future requires courageous leadership willing to
place big bets, break from convention, and persevere through the inevitable
challenges of large-scale transformation. But the price of inaction is even
steeper. In an age of exponential change, clinging to linear thinking and
analogue-era playbooks is a surefire path to obsolescence.
The clarion call for financial services leaders is clear: disrupt yourselves
before the market does it for you. Deconstruct your mental models, re-tool your
organisations, and become the digital leaders the future demands. The advent of
generative AI is a unique opportunity to re-imagine the DNA of your business –
not merely to optimise, but to revolutionise how you create value.
--------------------------------------------------------------------------------
JOHN DA GAMA-ROSE
Head of Banking & Financial Services, Global Growth Markets, Cognizant
--------------------------------------------------------------------------------
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