Ep. 451 | Using AI for Personalization and Security

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary
This Sunny Side Up podcast episode features an interview with Erin Pryor, the Chief Marketing Officer of First Horizon Bank. She discusses how AI is transforming marketing strategies in the banking industry, focusing on personalisation, content creation, and fraud protection. Pryor explains how AI can enhance customer experiences while respecting privacy. She also shares lessons learned from her background in volleyball that relate to teamwork, communication, and accountability. The interview provides insights into the challenges and opportunities AI brings to financial services.

About the guest

Erin Pryor serves as the Chief Marketing Officer for First Horizon Bank and is responsible for corporate-wide marketing, brand management, and client experience. She leads a team that creates and executes marketing and client experience strategies, supporting the bank’s brand and business objectives. With over 20 years of experience in the finance, banking, and media industries, Erin has demonstrated success in businesses of all sizes, from start-ups to Fortune 100 enterprises.

Prior to joining First Horizon, Erin led the brand and go-to-market strategy development for USAA Bank.

Connect with Erin Pryor

Key takeaways
- First Horizon Bank uses AI to increase personalisation and deliver more relevant messaging to customers.

- AI is being implemented cautiously in the financial services domain and is primarily used to enhance existing marketing and customer experiences rather than replace human interactions.

- AI helps analyse customer data and behaviours to provide predictive insights and recommend the next best actions.

- Privacy and security are top priorities when using customer data and AI due to the sensitive nature of financial information.

- AI can enhance fraud protection by detecting abnormal spending patterns or potential fraudulent activities.

- The relationship between customers and their bankers remains central, with AI aimed at providing bankers insights to serve customers' individual needs and goals better.

- Erin sees potential for AI to increase personalisation at scale while maintaining trust through responsible data practices and respecting customers' preferences around invasive marketing.

Quotes
"And so we're looking at it more to enhance what we do, like marketing. Marketing can be used in any industry, but banking specifically is highly regulated. The privacy of our clients is critical, the trust is super important."

Erin highlights how regulation impacts AI adoption in banking due to the importance of privacy and trust.

Recommended Resource
The Morning Brew newsletter for quick business news hits each day.

Fortune CEO Daily newsletter for insights on leading companies.

Bucket List-ening podcast to learn about the career path and stories of First Horizon Bank's clients.

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