Backbase on AI Execution & Banking Transformation

Ahmed Ghandour, Regional Vice President at Backbase, joined Jim Marous of The Financial Brand and Banking Transformed podcast to explore how artificial intelligence is reshaping the banking industry—from the front office to the back.

Ghandour emphasized that while many banks are still in the “proof-of-concept” phase, true progress will come when AI moves from pilot projects into full-scale execution. The opportunity, he explained, lies in embedding AI throughout the customer lifecycle—from onboarding and credit underwriting to service and retention. The goal: to create banks that manage not just money, but entire customer lifestyles.

Marous noted that the biggest gap in banking today is between AI ambition and AI execution. Most institutions are using AI for back-office efficiency—automation, fraud detection, and cost reduction—but far fewer are applying it to the customer-facing side, where its impact is most visible. “Results are clearest when AI is applied to the front end,” Ghandour added. “That’s when customers start to feel the difference.”

Both agreed that successful AI adoption requires balance: banks must modernize their back-office infrastructure—data, governance, and risk management—while simultaneously delivering intelligent, personalised experiences at the front. It’s a cycle: front-end innovation drives revenue and justifies further investment in back-end systems.

Partnerships are another key theme. Ghandour stressed that banks cannot do this alone—they need fintech and technology partners like Backbase to co-create solutions, embed innovation safely, and accelerate transformation. Smaller institutions are often leading the way, leveraging agile, composable ecosystems to outpace larger incumbents.

Ultimately, AI’s future in banking depends on measurement, clarity, and execution. As Ghandour concluded: “It’s not about announcements or pilots—it’s about embedding AI into the fabric of everyday banking, for every customer, everywhere.”