{"id":9014,"date":"2025-03-25T11:25:48","date_gmt":"2025-03-25T03:25:48","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=9014"},"modified":"2025-03-25T11:43:18","modified_gmt":"2025-03-25T03:43:18","slug":"ai-reshaping-financial-services","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/ai-reshaping-financial-services\/","title":{"rendered":"How AI is reshaping financial services in ASEAN and beyond"},"content":{"rendered":"\n<p>The <a href=\"https:\/\/www.ey.com\/en_sg\/insights\/financial-services\/asia-pacific\/how-2024-will-spark-financial-services-innovation-in-southeast-asia\" target=\"_blank\" rel=\"noreferrer noopener\">ASEAN financial services sector<\/a> is evolving, thanks to new tech and rapid innovation. With the growth of the region&#8217;s digital and social commerce, we&#8217;re seeing a rise in instant cross-border payments, embedded finance, and modernised banking.<\/p>\n\n\n\n<p>At the same time, consumers who feel more financially secure are turning to digital tools to help them achieve their economic goals. But how do they really feel about their financial institutions in this evolving landscape?<\/p>\n\n\n\n<p>To find out, we surveyed 9,500 financial services consumers worldwide\u200c \u2014 \u200cincluding 500 in Singapore\u200c \u2014 \u200cfor the 2nd edition of <a href=\"https:\/\/www.salesforce.com\/ap\/resources\/research-reports\/financial-services-report-second-edition?nc=701ed00000MlU9IAAV\">Salesforce\u2019s Connected Financial Services Report<\/a>. We explored how they assess their digital experiences, what keeps them loyal (or pushes them away), and how they view the increasing <a href=\"https:\/\/www.salesforce.com\/ap\/artificial-intelligence\/generative-ai-glossary\/\">role of AI <\/a>and data in financial services.<\/p>\n\n\n\n<p><strong>Some key findings from the report include:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What drives consumer loyalty\u200c \u2014 \u200cand what causes consumers to leave<\/li>\n\n\n\n<li>Evolving preferences and expectations for digital financial experiences<\/li>\n\n\n\n<li>Consumer perspectives on AI and data usage, including agentic AI use cases<\/li>\n<\/ul>\n\n\n\n<p>In financial services, consumer loyalty is built on trust, personalisation, and seamless omni-channel experiences. Today\u2019s customers expect intuitive, AI-powered interactions that anticipate their financial needs while respecting their data privacy. <\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>As AI becomes more agentic, financial institutions must balance innovation with transparency, while taking proactive steps for customers. Those that harness AI to deliver hyper-personalised, frictionless experiences while maintaining ethical data practices will earn lasting consumer trust. On the other hand, a lack of transparency, poor digital experiences, or misused data can drive customers away faster than ever.<\/em><\/p>\n<\/blockquote>\n<span class=\"citation-role\"><strong>Adhunik Chug<\/strong><br><strong>Industry GTM, Salesforce<\/strong><\/span>\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on LinkedIn (Opens in a new tab)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fai-reshaping-financial-services%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=How%20AI%20is%20reshaping%20financial%20services%20in%20ASEAN%20and%20beyond\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Twitter (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=How%20AI%20is%20reshaping%20financial%20services%20in%20ASEAN%20and%20beyond&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fai-reshaping-financial-services%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg 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0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"How AI is reshaping financial services in ASEAN and beyond\" https:\/\/www.salesforce.com\/ap\/blog\/ai-reshaping-financial-services\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">The Connected Financial Services Report<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Discover the future of financial services and get valuable insights into the minds of today\u2019s consumers.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/ap\/resources\/research-reports\/financial-services-report-second-edition?nc=701ed00000MlU9IAAV%20\">Read the full report here<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-1-customer-loyalty-goes-beyond-low-rates-and-fees\">1. <strong>Customer loyalty goes beyond low rates and fees<\/strong><\/h2>\n\n\n\n<p>Competitive rates and fees might seem like the secret to keeping customers around, but our survey found that great service matters even more.<\/p>\n\n\n\n<p>Nearly half (46%) of consumers say they\u2019d remain with a financial service provider that offers an excellent experience \u2014 even if rates or fees go up.<\/p>\n\n\n\n<p>According to the <a href=\"https:\/\/www.weforum.org\/stories\/2024\/01\/asean-building-trust-digital-economy\/\" target=\"_blank\" rel=\"noreferrer noopener\">World Economic Forum<\/a>, ASEAN is one of the world\u2019s fastest-growing regions. By 2030, it\u2019s set to become the fourth-largest economy in the world \u2014 driven by a young, educated, and increasingly online population of 700 million people.<br><br>For many people in the region, especially the younger generations, integrating digital technologies into their everyday lives has changed how they consume information, make purchases, and use financial services. That\u2019s why <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/ai-is-leading-the-charge-in-indonesias-customer-service-transformation\/\">standout customer service<\/a> and seamless digital experiences aren\u2019t just nice-to-haves; they\u2019re must-haves.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2-the-digital-experiences-that-will-drive-satisfaction\">2. <strong>The digital experiences that will drive satisfaction<\/strong><\/h2>\n\n\n\n<p>According to the <a href=\"https:\/\/www.salesforce.com\/ap\/resources\/research-reports\/financial-services-report-second-edition?nc=701ed00000MlU9IAAV\">Connected Financial Services report<\/a>, fewer than half of consumers are satisfied with their financial services&#8217; digital experiences, despite the number of those who are reasonably satisfied being on the rise.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-s-frustrating-them\"><strong>What\u2019s frustrating them?<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Up to 60% expect full automation for certain tasks, but it\u2019s not always there<\/li>\n\n\n\n<li>In a global context, nearly half (47%) say they have to repeat themselves to different representatives\u200c \u2014 \u200cwith this rising to 55% in Singapore<\/li>\n\n\n\n<li>Only 15% feel their provider goes above and beyond with insights that\u200c improve their financial health and wellbeing<\/li>\n<\/ul>\n\n\n\n<p>In a region where digital-first expectations are rising fast, <a href=\"https:\/\/www.salesforce.com\/ap\/agentforce\/\">Agentforce<\/a> can help ASEAN businesses stay ahead\u200c \u2014 \u200cby providing the always-on, quality service that customers now expect. Agentforce brings the power of autonomous AI agents to the Salesforce Platform and provides specialised, 24\/7 support to employees or customers.<br><br>Every interaction is powered by trusted data, meaning customers will be able to get accurate, context-aware support without the frustration of repeating themselves.<\/p>\n\n\n\n<p>With its ability to resolve cases swiftly and autonomously, <a href=\"https:\/\/www.salesforce.com\/ap\/agentforce\/\">Agentforce<\/a> doesn\u2019t just improve response times \u2014 it elevates the entire customer experience. It also frees up employees to focus on more complex or high-value interactions that matter most: in the case of financial services, providing valuable and personalised insights that help improve the financial health and wellbeing of consumers.&nbsp;<\/p>\n\n\n\n<p><em>\u201cConsumers today expect highly personalised services, yet banks struggle to meet this demand. Agentic AI solutions like Agentforce can help by providing a limitless digital workforce for banks to scale personalised services at speed. Imagine AI agents acting as personal digital bankers, responding to customer queries 24\/7 on topics such as saving plans, loan affordability and investment options.&#8221;<\/em><\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>By complementing human agents, banks can scale personalisation in a way they never have before. Key to success is to build a single customer view by unifying customer data sitting across different systems in the organisation, enabling agents to be accurate and trustworthy. This empowers hyper-personalisation, aligning customer journeys with the best offerings.<\/em><\/p>\n<\/blockquote>\n<span class=\"citation-role\"><em>Sujith Abraham<\/em><br><em>Senior Vice-President and General Manager, Salesforce ASEAN.<\/em><\/span>\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on LinkedIn (Opens in a new tab)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fai-reshaping-financial-services%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=How%20AI%20is%20reshaping%20financial%20services%20in%20ASEAN%20and%20beyond\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Twitter (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=How%20AI%20is%20reshaping%20financial%20services%20in%20ASEAN%20and%20beyond&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fai-reshaping-financial-services%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewBox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Facebook (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fai-reshaping-financial-services%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"How AI is reshaping financial services in ASEAN and beyond\" https:\/\/www.salesforce.com\/ap\/blog\/ai-reshaping-financial-services\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-customers-want-ai-to-support-financial-services\">3. <strong>Customers want AI to support financial services<\/strong><\/h2>\n\n\n\n<p>ASEAN is a diverse region and <a href=\"https:\/\/asean.org\/wp-content\/uploads\/2024\/07\/ASEAN-for-Business-Bulletin-Special-Edition.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">when it comes to digital maturity and AI readiness<\/a>, countries are moving at different speeds.<\/p>\n\n\n\n<p>Some, like Singapore and Indonesia, have national AI strategies to guide how AI is used in the public sector. Others, like Malaysia and Thailand, have set up dedicated agencies to drive AI adoption across different industries.<\/p>\n\n\n\n<p>But there\u2019s no single, unified approach to AI adoption across the region, leading to varied progress and priorities.&nbsp;<\/p>\n\n\n\n<p>Despite these differences, <a href=\"https:\/\/www.salesforce.com\/ap\/resources\/research-reports\/financial-services-report-second-edition?nc=701ed00000MlU9IAAV\">our report highlights<\/a> a consistent trend: financial customers across ASEAN are open to AI-powered innovation. They expect financial institutions to enhance their services with AI, whether through assisted or autonomous agents, to deliver more personalised, secure, and efficient banking experiences. From fraud detection and risk management to faster approvals and tailored financial advice, AI adoption aligns with what customers want \u2014 smarter, safer, and more responsive financial services:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>54% trust the use of<a href=\"https:\/\/www.salesforce.com\/ap\/blog\/ai-agent-myths\/\"> AI agents<\/a> in financial services, with transparency being the top factor that builds trust in agents<\/li>\n\n\n\n<li>77% are interested in AI for fraud prevention and detection<\/li>\n\n\n\n<li>74% of consumers in the region (higher than 65% globally) firmly believe that AI will speed up transactions<\/li>\n<\/ul>\n\n\n\n<p>As we embrace the agentic wave of AI \u2014 following predictive and generative \u2014 <a href=\"https:\/\/www.salesforce.com\/ap\/agentforce\/\">Agentforce<\/a> is the key to unlocking trapped value for the financial services industry. Besides tapping into rich, reliable data to ensure customers have a secure and positive experience when making financial transactions and interacting with \u200cbusinesses, Agentforce can also autonomously share insights on financial reporting and risk assessments, act on fraud detection, and resolve compliance-related queries.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Agentforce powers better experiences and more efficient operations<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">As consumers grow increasingly familiar and comfortable with AI, institutions have a unique opportunity to leverage AI agents to further enhance customer experience and security.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/ap\/resources\/research-reports\/financial-services-report-second-edition?nc=701ed00000MlU9IAAV%20\">Learn more here<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n\n\n\n<p><em>&nbsp;<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-4-ethical-ai-use-and-infrastructure-are-works-in-progress-but-there-s-a-way-forward\"><strong>4. Ethical AI use and infrastructure are works in progress, but there&#8217;s a way forward<\/strong><\/h2>\n\n\n\n<p>Earning a customer\u2019s trust demands transparency, human validation of AI, user control, explainability, and accuracy.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/ap\/resources\/research-reports\/financial-services-report-second-edition?nc=701ed00000MlU9IAAV\">Our report shows<\/a> 84% of consumers would switch providers if they felt that their information was mishandled, which highlights the importance of adapting AI solutions to meet local regulatory standards and consumer expectations.&nbsp;<\/p>\n\n\n\n<p>Governments across ASEAN are embracing digital transformation and have rolled out policies to help grow a vibrant regional digital economy. But there are challenges to overcome, like differences in socio-economic conditions, varying levels of development, and the mix of regulatory frameworks across the region.<\/p>\n\n\n\n<p>Standard policy tools, regulations and legislation are critical means of addressing these challenges. The <a href=\"https:\/\/asean.org\/wp-content\/uploads\/2021\/08\/ASEAN-Digital-Masterplan-2025.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">ASEAN Digital Masterplan 2025<\/a> and the <a href=\"https:\/\/asean.org\/wp-content\/uploads\/2021\/10\/Bandar-Seri-Begawan-Roadmap-on-ASEAN-Digital-Transformation-Agenda_Endorsed.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Bandar Seri Begawan Roadmap<\/a> are among these.<br><br>With Trust as a core value, <a href=\"https:\/\/www.salesforce.com\/ap\/agentforce\/\">Agentforce<\/a> is the clear solution to many of these challenges.<\/p>\n\n\n\n<p>Integrated directly into existing financial infrastructure, Agentforce follows strict compliance and security protocols, reducing risks related to misinformation, fraud, or data breaches. Whether assisting with payments, loan applications, or fraud detection, Agentforce operates with enterprise-grade security, auditability, and transparency, providing swift, precise, and trusted support that strengthens customer confidence in financial institutions.<\/p>\n\n\n\n<p>Backed by Salesforce\u2019s deeply unified platform, agents become part of a business\u2019s ecosystem, with access to data, workflows, existing investments and applications by working seamlessly with Data Cloud, Customer 360 and the Einstein Trust layer.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-5-asean-consumers-know-what-they-want\"><strong>5<\/strong>. <strong>ASEAN consumers know what they want<\/strong><\/h2>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/ap\/resources\/research-reports\/financial-services-report-second-edition?nc=701ed00000MlU9IAAV\">Our report\u2019s findings<\/a> have revealed that across ASEAN and globally, consumers expect a connected experience with seamless and secure automated financial services driven by digital tools.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/ap\/products\/marketing-cloud\/best-practices\/customer-journeys\/\">Superior customer experiences and personalisation<\/a> are key to ensuring customer loyalty, even if customers are paying higher rates or fees \u2014 as long as institutions can back that up with trust through safe, ethical AI and data handling.<\/p>\n\n\n\n<p>This is where <a href=\"https:\/\/www.salesforce.com\/ap\/agentforce\/\">Agentforce<\/a> and Salesforce\u2019s deeply unified platform comes in. AI agents capable of giving customers round-the-clock quality, proactive and personalised experiences driven by a 360-degree connected view, will bring financial service providers to a whole new level.<\/p>\n\n\n\n<p>Agentforce can also be supported by <a href=\"https:\/\/www.mulesoft.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">MuleSoft<\/a>, which will help financial services institutions (FSIs) enhance customer experience and build trust by seamlessly integrating core banking systems, payment platforms, CRMs, and fintech applications. By unlocking siloed data, it creates a 360-degree view of the customer, enabling real-time, personalised interactions across digital and physical channels. This ensures faster loan approvals, seamless transactions, and hyper-personalised financial insights, strengthening customer confidence while maintaining regulatory compliance.<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>The future of financial services in ASEAN will be defined by intelligent, proactive, and trust-driven customer experiences. With <\/em><strong><em>Agentforce<\/em><\/strong><em>, financial institutions can unlock the full potential of AI-powered automation\u200c \u2014 \u200cempowering bankers, deepening customer relationships, and delivering seamless, personalised journeys at scale. By embracing AI responsibly, financial service providers can not only drive efficiency but also build trust and loyalty which will set them apart in an increasingly digital-first world.<\/em><\/p>\n<\/blockquote>\n<span class=\"citation-role\"><em>Adhunik Chug <\/em><br><em>Industry GTM, <\/em><br><em>Salesforce<\/em><\/span>\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on LinkedIn (Opens in a new tab)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fai-reshaping-financial-services%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=How%20AI%20is%20reshaping%20financial%20services%20in%20ASEAN%20and%20beyond\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg 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https:\/\/www.salesforce.com\/ap\/blog\/ai-reshaping-financial-services\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">How to<strong> <\/strong>enhance customer experience and build trust<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Get insights from<strong> <\/strong>9,500 financial services consumers worldwide\u200c \u2014 \u200cincluding 500 in Singapore\u200c \u2014 \u200cin our Connected Financial Services Report.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/ap\/resources\/research-reports\/financial-services-report-second-edition?nc=701ed00000MlU9IAAV\">Download the full report here<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/ap\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration 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Report.<\/p>\n","protected":false},"author":24,"featured_media":9036,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[17,401],"sf_content_type":[],"coauthors":[307],"class_list":["post-9014","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-financial-services","sf_topic-ai"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How AI is reshaping financial services in ASEAN and beyond - Salesforce<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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