AI has the potential to do both. While financial institutions often use it to optimize internal processes, customers can benefit from faster support, more relevant recommendations, and quicker access to information. The effectiveness depends on how thoughtfully the technology is implemented. I recently came across examples discussed on https://www.trinetix.com/insights/generative-ai-in-banking , where the focus is not only on operational efficiency but also on creating smoother and more personalized interactions throughout the customer journey.