When banks and financial services offer you a personalised experience, they do so with machine learning and artificial intelligence.
According to Mudano CEO Ed Broussard, consumer trust will have the biggest impact on how deeply embedded AI becomes in financial software.
One facet of consumer trust is stable employment in the financial sector.
While advanced machine learning could see more and more jobs automated in the not-too-distant future, Ed Broussard thinks it'll benefit finance sector workers.
"For me," he says, "what we're going to do is automate away more and more of the commodity work that humans do in banking, but that isn't going to get rid of them.
"What that's going to do is move humans further up the value chain so there's more that they can do and drive better value for their customers."
Ed was speaking at The Scotsman's annual Data Conference, Doing Data Right: Through People and Partnerships' in September.