According to Sabine Keller-Busse, head of the Swiss bank's domestic business, UBS is experiencing a significant shift in AI-driven client interactions. She compared this change to patients visiting doctors with pre-formed ideas about their ailments, noting that clients now use AI to generate proposals for the bank.

Speaking at the Point Zero Forum in Zurich, Keller-Busse highlighted the impact of tools like ChatGPT in making more data available, emphasising that UBS must adapt to this new client behaviour.

The bank has been integrating AI into its services and products, launching a pilot programme last year for instant credit aimed at small and mid-sized businesses with urgent liquidity needs. However, this service allows the process to bypass credit officers, expediting the approval for standard credit products. Keller-Busse described this as the beginning of AI's transformative potential in the banking industry.

As AI continues to evolve, UBS is keenly aware of its growing role in shaping client interactions and service delivery. The bank's early adoption of AI-driven solutions demonstrates its commitment to leveraging technology to meet its clients' changing needs, promising future innovations.