The transformation of the financial sector is no longer just about offering a mobile app or allowing customers to bank from anywhere. The emergence of gen AI has accelerated this evolution. While banks have used AI models for years to automate processes, improve efficiency, and analyze large volumes of data, a new generation of conversational tools opens the door to a much more natural interaction between customers and financial institutions. Spain’s CaixaBank, for example, has positioned AI as one of the cornerstones of its technological transformation. The bank, which has more than 12 million digital users, believes this change isn’t solely due to tech’s evolution, but also to a shift in user expectations.