Generative artificial intelligence in financial services: From buzz to build
Abstract
This paper explores how generative AI (GenAI) has evolved from early pilot initiatives to becoming embedded in enterprise operations in the financial services sector. It identifies emerging high-impact use cases, operational maturity requirements and risk governance frameworks across banking, insurance and asset management. Drawing from industry reports, executive interviews and recent regulatory developments, the paper provides practical guidance for financial services industry professionals on how to scale GenAI responsibly and strategically. It also offers insights into value realisation, risk mitigation and future operating model considerations for financial institutions. This article is also included in The Business & Management Collection, which can be accessed at https://hstalks.com/business/.
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Author's Biography
Nina Edwards is Vice President of Emerging Technology & Applied Innovation at Prudential Financial, where she spearheads initiatives to identify, evaluate and implement transformative technologies that align with enterprise’s strategic objectives. Her work focuses on the intersection of innovation, strategic partnerships and applied AI, driving the organisation’s adoption of forward-looking capabilities across financial services. Before joining Prudential, Nina held senior leadership roles within Accenture’s Global Applied Intelligence and Growth & Strategy teams. At Accenture, she led major innovation programmes, including the firmwide refresh of company’s innovation strategy. She co-led the development of Accenture’s go-to-market approach for generative AI and metaverse, and oversaw the creation of scalable, industry-specific solutions that integrated advanced technologies with business transformation. She also played a central role in cultivating multi-year partnerships aimed at accelerating innovation and developing next-generation talent pipelines. Earlier in her career, Nina held strategic roles at leading investment banks, where she focused on driving operational excellence through automation, data-driven decision making and the development of scalable platforms. Her diverse background across consulting, financial services and frontier technology enables her to bridge deep technical insights with commercial outcomes. Nina is a frequent speaker on AI, innovation and emerging technologies, contributing regularly to industry panels and publications. Her work reflects a commitment to driving meaningful, responsible innovation in financial services.
