For the director of Business Sales for Financial Services of Adobe Experience Cloud, Diogo Caixeta, the background of the financial revolution of the coming years is technology, “The use of solutions such as AI, machine learning and 5G in financial services permeates various debates. ranging from security to the metaverse“, Explain.
From this perspective, the executive highlights that fraud prevention and data protection are among the main topics to be discussed. “This cybersecurity issue is very latent for banks and users, so the technologies and concepts that solve these problems must be the most sought after”, he informs.
Digital security becomes an even bigger challenge for banks, when the insertion of many validation protocols can interfere with a good digital experience for the user of financial services. The customer wants to solve their problems digitally, with four or five clicks, but how can the financial sector provide a seamless journey and prevent scams or fraud at the same time?
Again, the answer is based on robust technologies such as artificial intelligence (AI) and machine learning that could ensure privacy while enabling a scalable, seamless, and personalized digital experience for businesses that have thousands and millions of customers.
The report “Adobe Digital Trends 2022: Financial Services in Focus“, published at the end of 2021, shows that more than 80% of financial institutions have invested in new consumer trips or are promoting changes in the last 18 months.
The same study ranked technology priorities for organizations in 2022. For 65% of respondents, customer data management platforms such as analytics are best. Following are enterprise data architecture solutions for collection, governance, privacy, and security, ranked as a priority by 57% of respondents. Consumer journey solutions, such as marketing automation and campaign management, are a priority for 50% of professionals.
Caixeta points out below other issues that deserve attention and that should guide the future from Latin America
open culture: The Central Bank of Brazil has been promoting a strong agenda in this regard, with Open Finance, PIX and other initiatives that are about to be implemented. For financial institutions, the focus of the event will be on how to generate new sources of income and be more competitive in this scenario, moving businesses through open and scalable platforms.
metaverse: As NFTs, Web 3.0 and everything related to this topic is being addressed by the financial sector, they are also among the highlights of the event. According to the Adobe executive, the metaverse is already a reality and should not be ignored because it represents an extension of our physical world for financial institutions. To be there now is to have a competitive advantage and prepare for the future.
Diversity: the executive highlights that the congress has always been careful to bring important discussions on the subject and understands the importance of diversity for the sector, especially in tech-trained talent who can bring a different perspective. Therefore, financial institutions should take inspiration from panels to address diversity in their operations in an even more relevant way than we see now.
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