The Economist reports that in 2012 Susan Woodward of Sand Hill Econometrics and Robert Hall of Stanford University found that mortgage borrowers typically missed out on at least $1,000 by not shopping around. Others lost thousands by failing to refinance their mortgage promptly when interest rates declined. Well, as Kirsty Rutter and I pointed out in our paper “Where are the customers’ bots? The AI paradigm shift in retail banking” published in the Journal of Payment Systems & Strategy back in 2023, while human customers may not shop around for the best rates because they have other things to do, non-human customers do not have other things to do and can shop around 24/7/365. There is a revolution underway in retail finance, not because finaical instutitions are using AI but because their customers are.
While I am sure a great many organisations are wrestling with the problem of what to do when their customers become literally 1,000 times smarter overnight, financial services organisations are in a particularly difficult position. Their products are highly commoditised.