# @bcg on Instagram

- **Type:** Video
- **Original URL:** https://www.instagram.com/p/DZ9SXWxCC00
- **Gondola URL:** https://gondola.cc/posts/67110156-bcg-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/9cc9d7ec81.jpg
- **Posted:** 2026-06-24T06:23:42.000+00:00
- **Account Owner:** Boston Consulting Group (@bcg) — https://gondola.cc/bcg

## Caption

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

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- **Likes:** 28
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