Retail banking stands at a pivotal juncture. As digital-first generations reshape customer expectations and competitive pressure from FinTechs and neobanks intensifies, traditional banks face a critical choice: modernise now or risk obsolescence. Publicis Sapient’s latest Global Banking Benchmark Retail Banking Report underscores that “digital by default” is no longer an aspiration. It’s an immediate necessity.
Drawing on insights from 600 retail banking executives across 13 countries, the report highlights a convergence of transformative forces… The accelerated adoption of Gen AI, the decline of legacy IT infrastructure, and an urgent need to reimagine customer engagement for a younger, mobile-first demographic.
Digital or Die: A Defining Moment
Retail banking has been evolving for over two decades, but the stakes have never been higher. In Q1 2025, JPMorgan Chase reported a net income of $14.6 billion, up 9% year-over-year. This was driven by robust trading revenues and investment banking fees. Meanwhile, UK neobanks are making significant strides. Revolut achieved a net profit of $1.0 billion in 2024, marking its first billion-dollar annual profit, with revenues soaring 72% to $4.0 billion. Monzo also reported its first full year of profitability, posting a pre-tax profit of £15.4 million and doubling its revenue to £880 million.
Despite these advancements, 62% of retail banking executives admit their pace of transformation lags behind competitors. This isn’t a minor delay – it’s a strategic disadvantage in a market where 44% of new currents accounts are already being opened with digital banks and FinTechs.
Gen AI: Catalyst and Compulsion
Among all the changes underway, generative AI has emerged as the most powerful and potentially disruptive force. According to the benchmark study, data and AI are the top investment areas for digital transformation over the next three years. Executives are betting big on AI not only to improve customer engagement but also to modernise operations and accelerate core transformation. The impact of Gen AI in banking is tangible. It can:
- Personalise customer journeys at scale
- Accelerate software development lifecycles
- Write code and automate data management
- Deliver hyper-relevant product recommendations
- Power AI agents with human-like customer service abilities
In short, Gen AI makes what was once prohibitively expensive and time-consuming not only possible but scalable.
The banking customer has changed
The report makes it clear: retail banks must stop building for yesterday’s customer. Gen Z, who will make up one-third of the workforce by 2030, already prefer mobile-first, always-on banking. They value immediacy, customisation, and authenticity. A staggering 83% of Gen Z consumers say they are frustrated with current bank processes.
Compounding this generational shift is the growing irrelevance of traditional customer segmentation. Today’s consumers defy linear categorisation. The same individual can be a small business owner, a parent, and a new homeowner. Yet banks often treat them as three separate customers because of product-centric data silos.
The core problem with legacy thinking
Legacy systems continue to be the biggest barrier to meaningful transformation. 70% of banking executives say their legacy infrastructure is hindering their ability to deliver the digital experiences customers expect. Many core systems are COBOL-based and nearing end-of-life. Yet banks are reluctant to modernise due to perceived risk and complexity.
The irony is clear: the risk of maintaining outdated systems now outweighs the risk of change. With Gen AI, banks finally have the tools to confront the 800-pound gorilla in the room – core modernisation.
Why Core Modernisation is the linchpin
Modernising the core is about more than infrastructure. It’s the key to unlocking the full value of AI, data, and digital transformation. A modern, cloud-native core enables:
- Real-time access to first-party and third-party data
- Agile delivery through microservices
- Better governance and regulatory transparency
- Faster go-to-market with new apps and services
Retail banks that modernise their core can stop building costly middleware just to access data. Instead, they gain a unified view of the customer and the agility to respond to banking market shifts in real time.
The virtuous cycle of AI and Core
What’s truly powerful is the feedback loop between Gen AI and a modernised core. Gen AI helps accelerate the core transformation by generating code, automating testing, and streamlining documentation. Once modernised, that core then enhances Gen AI’s capabilities with clean, structured data. This virtuous cycle creates exponential value, making digital transformation faster, cheaper, and more sustainable.
Retail banks are already allocating 35% of their customer experience digital transformation budgets to Gen AI. Furthermore, many are embedding AI across the entire software development lifecycle using tools like Sapient Slingshot to reduce human error, increase test coverage, and ship better code faster.
From Product-Centric to People-Centric banking
Ultimately, the report urges retail banks to shift from a product-centric to a people-centric mindset. That means designing experiences around life moments, not product categories. It means knowing that the mortgage customer is also a small business owner and a parent, and offering solutions that reflect that reality.
With modern core systems and Gen AI, banks can personalise outreach, tailor financial advice, and meet customers where they are. This holistic view is essential not only for growth but also for loyalty.
The era of deferral is over. Banks can no longer afford to delay core transformation. Gen AI has lowered the cost, reduced the complexity, and increased the speed of change. The only question left is whether banks are ready to lead or risk falling behind.
Publicis Sapient is working at the intersection of Gen AI and core modernisation every day… Helping banks link strategy to execution and deliver on the full promise of digital transformation. The future of retail banking isn’t coming – it’s already here. The time to act is now.
- Artificial Intelligence in FinTech
- Neobanking