Citation:

Archana Bandhuvula, 2026. Using GenAI for Personalization and Customer Journey Intelligence in Wealth Management,  Volume 6 Issue 3: 146-155.

Abstract:

Applying GenAI to personalization in wealth management presents unique challenges because investment decisions are financially consequential, emotionally significant, and unfold over long client relationships. This review positions customer journey intelligence as the central organizing construct and synthesizes the evidence into a Governed Customer Journey Intelligence (GCJI) Framework for GenAI-enabled wealth management. The article synthesizes peer-reviewed evidence on robo-advisory adoption, AI-enabled service, customer-experience analytics, financial-services AI, and GenAI in business and consumer contexts. The literature suggests that personalization benefits depend less on model novelty and more on suitability controls, explainability, governance, and human oversight of automated content with fiduciary responsibility. While there are reported benefits of better engagement, scalability and the potential for bias reduction, there is still limited direct evidence of GenAI in the wealth management sector. Persistent gaps concern performance measurement, protection of vulnerable clients, validation of advisors' models, matching trust and reliance of advisors and clients, and personalisation that can be audited. The field is significant since the choices about wealth management are very high stakes and relationship-centric.

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Keywords:

Customer Journey Intelligence, Generative AI, Personalization, Robo-Advisory, Wealth Management