A digital bank born at the precipice of the GenAI revolution, GXS Bank identified GenAI as a core technology and strategy of its business.
Across its business operations, the Singapore-based digital bank has deployed GenAI as digital support and assistance for its employees, as well as for better customer experience.
We find out more from Geraldine Wong, Group Chief Data Officer, GXS Bank, including the changing roles of CXOs in the era of AI and the CX trends to expect in 2025.
With enterprise adoption of agentic AI set to increase by 25% in 2025, reaching 50% by 2027, how is GXS Bank embracing this technology trend? How are you leveraging GenAI and other related technologies in your business operations?
Wong: GXS Bank had the advantage of being built at the precipice of the AI revolution. Right from the start, when we laid out our mission, vision and the product innovations we want to achieve in service of improving banking for consumers and small businesses, we identified areas where GenAI could help us meet our goals. Accordingly, our technology and data infrastructures are designed to support technologies such as GenAI.
As a digital bank looking to make banking more affordable for our customers, we knew that GenAI could be a great help in keeping our team lean without compromising on productivity or workload. Within GXS Bank, our people are using GenAI in the following ways to cut down on the time it takes to retrieve information, develop code and generate fresh content.
- GXS AI Assistant is an internal virtual AI assistant which helps GXS Bank employees find information from public sources by leveraging GXS Bank’s instance on the Azure OpenAI platform, ensuring that all data is secure and protected at all times.
- GXS AI Search is another virtual AI assistant that enables employees to search for information from internal wiki portals and other documents, making it easier for them to find the information they need to complete tasks and make informed decisions.
- GXS AI Copilot a copilot extension for multiple code editors and test tools used by Bank’s engineers, helps employees write better code, generate documentation from code, generate unit test code, and refactor code. With GXS AI Copilot, employees can streamline the code development process by reducing the time and efforts required for these tasks and improving code quality, leading to better overall productivity and efficiency. On average, GXS AI Copilot has saved around 580 person-hours per month in GXS Bank so far.
When it comes to customer experience (CX), how does AI help in this regard?
Wong: We are also using GenAI today to enhance the customer experience at the Bank. We have started with an AI-driven chatbot on our website to respond to customers with questions on GXS Bank. Called the GXS e-buddy, the chatbot is able to understand questions that are phrased colloquially, pull together relevant information from our list of frequently asked questions and respond in a clear and concise manner.
We are working on enhancing the GXS e-buddy for our digital bank app. Our goal for eBuddy is to provide the same clear, transparent and useful responses that our customers expect when they reach out to us for help. Not only will eBuddy help to take the load off our customer support team by reducing the need for manual intervention it will be able to serve more customers and provide personalized assistance when needed, greatly improving overall customer experience.
Who is responsible for championing AI and other innovations in GXS Bank? How are C-suite roles evolving as a result?
Wong: Innovation is at the core of what we do and at GXS Bank this is viewed as a shared responsibility at the management level. Every AI initiative that we do must have a sponsor from their business head, with oversight by the management team, and must have a clear objective – how will this help our customers or our people?
This collaboration also reflects a broader transformation in C-suite roles, agnostic to the industry. Having come from both the telco and banking sectors, I have seen how C-suite roles are moving away from traditional, siloed duties towards a more integrated and innovation-driven leadership approach. The reason for this is hardly surprising – the rapid pace of digital transformation coupled with the evolving demands of consumers in recent years has made this shift a necessity rather than a choice.
From your perspective, what are some CX trends we can expect in 2025 and beyond?
Wong: As we step into 2025, customer experience (CX) is no longer just about meeting expectations — it’s about redefining them. With rapid advancements in technology and shifting consumer behaviors, the banking landscape is evolving at an unprecedented pace. Digital banks are at the forefront of this transformation.
One of the most significant shifts is hyper-personalization. Customers today no longer accept a one-size-fits-all approach; they expect services tailored precisely to their needs. AI, machine learning, and data analytics are revolutionizing customer interactions, enabling banks to offer recommendations, financial products, and services that align with individual goals, ambitions, and preferences. This level of personalization goes beyond simply addressing customers by name — it’s about anticipating their needs and delivering value proactively.
At the same time, omnichannel integration is becoming a game-changer. Consumers engage with brands across multiple touchpoints, from mobile apps to chatbots to in-person interactions, expecting a seamless and coherent experience at every step. Banks that master this integration will not only enhance convenience but also foster deeper engagement through consistent, personalized interactions. Ensuring a frictionless journey across channels will differentiate leading banks from the rest, reinforcing customer loyalty in a competitive market.
Open banking is another trend reshaping the industry, breaking down traditional barriers to create a more connected financial ecosystem. By enabling collaboration between banks and partners such as retail, telco or digital marketplaces, customers gain access to a wider range of services offering a seamless banking experience. This evolution drives financial inclusion, enhances operational efficiency, and ultimately delivers a smarter, more accessible banking experience for all.
However, with innovation comes the challenge of security. As digital banking expands, so does the threat of cybercrime and fraud, making trust and security a top priority. Banks must double down on authentication protocols, adopt zero-trust frameworks, and implement real-time fraud detection to safeguard their customers. More than just protection, trust is the real differentiator — customers expect transparency, proactive security measures, and a commitment to safeguarding their financial well-being. Banks that prioritize this will lead the way in building lasting relationships and customer confidence.
For digital banks like GXS Bank, these CX trends are not just emerging concepts — they are the foundation of how banking should evolve. By embracing hyper-personalization, omnichannel integration, open banking, and enhanced security, GXS Bank is setting a new standard for banking.
