Frank Diekmann May 26, 2026 SYDNEY — Artificial intelligence is rapidly reshaping how consumers discover, compare and select banking products, forcing financial institutions to rethink their digital marketing and customer acquisition strategies, according to a new report from Bain & Company . The report, titled “How AI Rewrites the Rules of Brand Discoverability in Banking,” found that AI assistants such as ChatGPT, Claude and Google Gemini are increasingly acting as the first point of contact between consumers and banks, particularly in Australia, where consumers are using the technology to evaluate products, interpret fees and even prepare applications for loans and credit cards. According to Bain & Company, the traditional banking sales funnel — once driven by branches, brokers, advertising and search engine rankings — is rapidly shifting toward AI-generated recommendations and responses. ‘Increasingly Influencing Choice’ “AI assistants increasingly influen...
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