Financial services is undergoing a structural shift. For years, institutions focused on optimising digital channels: apps, portals, email, branches. Today, agentic AI is an active participant in financial services journeys. It does not just analyse customer behaviour, it acts on it, recommending products, initiating experiences, and adjusting decisions in real time.
First-party agents assist customers inside owned banking platforms. Second-party agents operate across partner and embedded finance ecosystems. Third-party autonomous agents independently compare, decide, and transact across open banking environments. Already, 43% of consumers are using generative AI to discover financial products.
Financial institutions that can provide AI agents with accurate, timely, consented customer context will lead. Those that cannot will become invisible in AI-mediated decisions.
This infographic maps the three layers of agentic AI in financial services and what a governed, real-time data foundation needs to look like when AI is deciding on your customers’ behalf.
This infographic is drawn from From Insight to Impact, Tealium’s playbook on preparing financial services organisations for an AI-driven world. Download it to learn how to operationalise AI-driven action without compromising control or rebuilding your stack.
