Why AI Will Reshape the Finance Industry… And It’s Already Happening

We are entering a new financial age one where artificial intelligence doesn’t just support banking functions but replaces them outright.

In a recent conversation, Matt Britton author of Generation AI laid out a powerful argument: AI isn’t coming for finance. It’s already here. From personal banking apps to portfolio management, no layer of the financial system is safe from transformation.

From Advisors to Algorithms

Traditionally, wealth managers have relied on analysts, phone calls, and their instincts to guide portfolios. But what if a large language model like ChatGPT or Claude can synthesize the same data—and do it in seconds?

"Many would say right now that AI platforms can do just as good, if not better, than traditional wealth managers," Britton explained. "There’s not a part of the ecosystem it won’t touch."

That’s because AI thrives in spaces where emotion clouds judgment. Financial advice is deeply human—sometimes to a fault. A wealth manager might recommend a stock after seeing a flashy billboard or based on their daughter’s latest sneaker obsession. AI doesn’t care about billboards. It only cares about fundamentals.

Personal Finance Just Got Personal

AI’s impact isn’t just at the top. Personal banking is about to get a serious upgrade. Imagine a finance app that doesn’t just track your spending—but compares it to peers in your demographic and nudges you toward smarter choices.

"If you're 22 and spending too much on pizza, AI will let you know," said Britton.

The use case is clear: AI is a rational layer on top of emotional money decisions. And that alone will be game-changing for consumers and banks alike.

Cybersecurity in the Age of Deepfakes

Of course, not all AI news is good news. With generative tools comes a darker side—one that the finance industry is just beginning to reckon with.

Britton cited the now-common scenario: a scammer uses AI to mimic your child’s voice and convinces a parent to wire $100,000. This isn’t science fiction. It’s already happening.

"The hope is that AI also empowers the good guys—detecting threats faster and preventing fraud before it happens. But it’s going to be a cat-and-mouse game," he warned.

Banks are now racing to deploy AI not just for convenience—but for defense. Those who move too slow risk losing consumer trust at best and capital at worst.

Corporate Adoption is Uneven—and Risky

While Wall Street is eager to bet on AI, the pace of internal adoption is lagging. The biggest blocker? People.

"There’s a big reskilling that needs to take place," said Britton. "Just because you have a Gemini or OpenAI license doesn’t mean you're an AI-first company."

Leaders are hungry to invest, but most teams don’t yet have the skills to deploy AI meaningfully. From sales to marketing to operations, there’s a gap between ambition and action—and that gap is where risk thrives.

Who’s Leading the Pack?

Britton didn’t hesitate when asked who he’s betting on in the AI arms race: Google.

"Everyone’s focused on the threat to Google Search, but the company’s distribution power, data, and innovation velocity still give it a huge edge," he said. From Gmail to YouTube to their new VEO text-to-video tool, Google is quietly building a moat.

Despite a rough news cycle, Britton remains long on Google. "The advancements in AI within search are life-changing," he added.

Final Take: Finance Can’t Afford to Wait

The financial sector is often slow to adopt new tech. This time, it can’t afford to.

AI offers too many advantages—real-time data analysis, fraud detection, personalized services—to ignore. But it also introduces new responsibilities: ethics, security, and trust.

Matt Britton’s message is clear: Finance is being rewritten in real time. The question isn’t whether you’ll adopt AI. It’s whether you’ll lead—or get left behind.