CURRENCIES THE LEDGER AI-driven marketing From the back office to the front line, banks are finding use cases for artificial intelligence and machine learning technology. But what about marketing? A Financial Brand report shows that banks are just beginning to dip their toes in AI-driven marketing. Regardless of size, few financial institutions report they are adept at incorporating AI technology in marketing efforts. Financial institutions by asset size $1 billion to $50 billion Adept Moderately Adept Not Adept 2% 24% 74% $500 million to $1 billion 3% 19% 78% Less than $500 million 1% 15% 84% Many bank marketers report that implementing AI in the next 12-18 months is a high priority. 20 40 60 80 100 z $1 billion to $50 billion Most bank marketers report that data capability is a major challenge. 20 40 60 80 100 Some banks increased their overall data analytics budgets due to COVID-19. 20 40 60 80 100 z $500 million to $1 billion z Less than $500 million 12 Q ICBA Independent Banker Q January 2021 Percent (%) Percent (%) Percent (%) Source: The Financial Brand's Digital Banking Report Research, July 2020