The last time the customer journey rewired this completely, most financial brands were slower to adapt. Whether it be search or e-commerce. The next wave is here. GenAI and large language models are not a future consideration. Around half of consumers already turn to LLMs for advice on banking, insurance, and financial products. More than 40% revise their shortlists based on what those models surface. The discovery layer is shifting — and brand visibility is moving with it. For CMOs in financial services, this creates three simultaneous pressures: reimagining how AI, data, and personalization compound one another; recalibrating what belongs in-house versus what demands genuine strategic partnership; and, most critically, understanding where your brand stands in AI-generated conversations that are already shaping customer decisions. BCG’s Javier Pérez Moiño shares a preview of an upcoming report looking at the impact of AI on Financial Institutions. #BCGinCannes