REPORT
The Agentic AI Story of Value:
Transforming Digital Utility into Growth in Banking and Wealth Management
The secret to winning the next decade of AI in banking and wealth management isn’t found in your code—it’s found in how you make your clients feel. This study of individual and business clients proves that warmth, trust, and human connection are the ultimate catalysts for adoption of AI value propositions in a high-stakes world.
The narrative across banking and wealth management is shifting from “what do we cut?” to “what can we build?” That shift matters to brand, marketing, and experience leaders. Agentic AI is rewriting the rules for how banks and wealth managers deliver value to clients.
In our latest research, we surveyed 1,800 banking and wealth management individual and business clients in North America to explore the following questions:
- What are the prevailing models for integrating Agentic AI into a story of value?
- What drives clients to action when adopting Agentic AI?
- What are the client segment considerations in positioning Agentic AI?
- Which brands are most likely to experience a positive lift in reputation from Agentic AI?
- What are the imperatives for Brand, Marketing and Experience Leaders?
The findings are clear — Agentic AI isn’t just a technology layer; it’s also a brand experience decision. As new agent-centric products and services take on more visible, autonomous roles, they must be introduced with care, clarity, and emotional intelligence.
Special thanks to contributors: Priyanka Bhagat, Rathi Ganesan, and Alan Worley
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The Agentic AI Story of Value: Transforming Digital Utility into Growth in Banking and Wealth Management
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