The role of AI in member engagement

“Don’t just play the fast follower when you hear about AI in the marketplace. Think about your organization first: who you are and what matters to you. The reason your AI strategy will succeed is because it’s grounded in who you are as an organization and who you are becoming.”

Dana Lunberry, Head of Data, Analytics and AI at SBS

What if AI could transform the relationship between a building society and its members, without compromising trust? In this new episode of Fintrends, recorded on the occasion of the annual BSA Conference, Dana Lunberry shares a concrete, brand‑led approach to AI: how data can be used to create interactions that are more useful, more personalized, and above all more reliable, at a time when fraud is on the rise and trust is becoming a true competitive advantage. An inspiring conversation on finding the right balance between AI and human interaction, when financial decisions really matter.