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The Impact of AI on Personalized Wealth Management : Optimizing Client Relationships, Costs, and Ethics in Banking

Martinez, Alvaro (2025)

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Martinez, Alvaro
2025
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025051411833
Tiivistelmä
The financial sector is experiencing a significant transformation with the integration of Artificial Intelligence (AI), especially in areas related to customized services. Wealth management, traditionally based on human judgment and experience-based decisions, is increasingly supported by AI technologies enhancing the efficiency of operations, and improving both decision-making and client interaction. This research paper discusses the use of AI for customized wealth management, highlighting its implications in three particular areas: client relationships, operational cost reduction, and ethical and regulatory issues.

A qualitative research strategy was used that combined a comprehensive review of scholarly literature with interviews of experts from BBVA. Results of such interviews provided useful practical insights concerning the day-to-day application of artificial intelligence in a major financial organization, thus contributing to the general scholarly and industry-related insights.

The report outlines that artificial intelligence enables more personalized client relations, and the possibility of automating essential operational processes. However, concerns regarding how transparent algorithms are, whether they’re biased, and who actually has access to AI and expertise still pose great challenges. While larger financial institutions can, as a rule, experience the gains of AI adoption more immediately, smaller banks often face resource and technical limitations. In addition, ethical factors have an essential function, in particular in relation to trust-building and ensuring responsible use of data.

The research concludes that the most effective method going forward includes hybrid models that incorporate human expertise with artificial intelligence support. In the advancing financial sector, it will be vital to ensure that AI tools are utilized in a transparent, fair, and consistent way with client anticipation.
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