For intelligent banking, AI must sharpen decisions without taking choices away from customers
For banks, the value of data is no longer simply in knowing more about customers. It lies in turning that information into better and faster decisions, while ensuring that personalisation, automation and AI do not override customer choice.
At Axis Bank, this balance is shaping how data and AI are being applied across decision-making. Prasad Lad, Group Head, Business Intelligence Unit, Axis Bank, says the starting point is to recognise that not every banking decision requires customer-level data.
A significant amount of business intelligence is generated at an aggregated level. Branch and employee performance, marketing reviews and portfolio analysis, for instance, can be conducted at cohort or organisational levels without directly using personally identifiable information.
The responsibility becomes more acute when data is used to make an individual decision — whether to offer a product, run a marketing campaign or make a credit decision.
“A critical thing around this is...
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