(New York, NY) Artificial intelligence (AI) continues to expand, with recent advancements in the technology being offered directly to consumers. The capabilities of AI chatbots, like ChatGPT, raise questions about the future of AI, and its integration into banking and payment experiences. Auriemma Group’s latest issue of The Payments Report reveals current usage levels of AI chatbots, comfortability with AI solutions being utilized by banks and retailers, and how likely consumers are to turn to AI chatbots for financial advice.
ChatGPT is still in its infancy, but 15% of debit cardholders have used it. Importantly, this represents a 68% take-rate among those familiar with the service. Other providers, such as Google’s Bard, DiabloGPT, and YouChat all boast similar take rates, according to Auriemma’s research.
While the casual ChatGPT user may prompt the service to help write an email or provide information on a topic, the AI language model can also provide financial support. This would be welcomed by 40% of cardholders who reported that they are likely to use an AI chatbot for financial advice, up 6-percentage points compared to Q4-2022. And this figure rises for Gen Z and Millennial cardholders, 60% of whom would be comfortable.
“Cardholders are broadly aware that AI is imbued in some of their bank’s automated offerings,” says Jonathan O’Connor, Senior Manager at Auriemma. “But the question is how banks can use AI to further support their offerings in smart ways. Some applications of the technology would be more welcome than others.”
Unsurprisingly, exposure to AI integration within certain tools appears to increase comfortability. According to Auriemma’s research, 62% of debit cardholders would be comfortable with an AI solution offered by their primary bank aimed at identifying potential fraud. Slightly fewer say the same about using AI to provide customer service (52%), assess credit worthiness (47%), or predict stock prices (45%).
Over half of consumers would also welcome AI solutions offered by retailers they shop with frequently. Cardholders are most comfortable with retailers using AI for fraud leads (64%), followed by price comparison tools (64%), customer service (53%), and personalized shopping recommendations (52%).
“For banks, the most immediate use case for AI is to support financial health initiatives,” says O’Connor. “Cardholders are already accustomed to chatting with AI to help solve straightforward issues. Utilizing the technology to connect cardholders with solutions or resources aimed at alleviating financial strain or enabling smarter spend decisions is a clear next step.”
The proliferation of AI chatbots creates an opportunity for banks and retailers to expand their offerings. Services like ChatGPT raise overall consumer awareness with AI’s capabilities and could increase comfortability with the technology being used by other providers they trust. As these services grow and increase in popularity, it will be important for banks to keep up should they want to continue to be cardholders’ primary destination for financial advice.
Survey Methodology
The Payments Report
This Auriemma Group study was conducted online within the US by an independent field service provider on behalf of Auriemma Group (Auriemma) in March 2023 among 800 adult debit cardholders. The number of interviews completed for both is sufficient to allow for statistical significance testing among sub-groups at the 95% confidence level ±5%, unless otherwise noted. The purpose of the research was not disclosed, nor did respondents know the criteria for qualifying.
About Auriemma Group
For more than 35 years, Auriemma’s mission has been to empower clients with authoritative data and actionable insights. Our team comprises recognized experts in four primary areas: operational effectiveness, consumer research, co-brand partnerships, and corporate finance. Our business intelligence and advisory services give clients access to the data, expertise and tools they need to navigate an increasingly complex environment and maximize their performance. Auriemma serves the consumer financial services ecosystem from our offices in New York City and London. For more information, call Jonathan O’Connor at (+1) 1-646-437-6116.
