Itaú puts AI on the app's home screen
Itaú Unibanco has taken a bold step into the world of artificial intelligence. From now on, 300 thousand customers will find the generative AI, named ia.i, right on the home screen of the bank's app. This new feature transforms the user experience, allowing questions to be asked directly and answers to be provided with personalized suggestions for financial products and services. The idea is simple: to make life easier for account holders, who are already heavy users of digital channels.
João Araújo, director of Strategy and Artificial Intelligence, explains that the new tool fills an important gap. Today, there is no area to directly dialogue with the bank. The ia.i not only answers questions but also adapts to the user's needs, presenting relevant data and graphs. The AI-generated content is identified with a magic star icon, adding a touch of visual innovation to the app.
How ia.i transforms the user experience
Customers can ask anything to ia.i, from "what is my average ticket?" to "how do my financial habits define me?" At the moment, the AI focuses on basic information, such as expenses and insurance, but does not make investment recommendations, except in a pilot program. The tool points to contracting screens but does not close deals directly yet. The project, which starts as a beta, is expected to reach 3 million customers by September and all users by the end of the year.
Pedro Prates, director of Personal Business, believes that ia.i will redesign the banking career. With the automation of repetitive tasks, employees will have more time to dedicate to emotional moments with customers, such as moving homes. He assures that there are no plans to replace staff with AI. Human service is expected to become twice as fast and three times more effective. Consistent and relevant interactions are key to building trust over time.
Itaú's digital journey
Itaú's digital transformation is not new. The bank has been using AI in various fronts, such as WhatsApp for Pix transactions and Itaú Emps for financial advisory to small businesses. Since 2024, the problem resolution rate has significantly increased with the use of AI. Carlos Eduardo Mazzei, technology director, emphasizes that the bank's data is treated as a product, respecting legal issues and regulatory limits. Itaú uses both open and closed models, collaborating with giants like OpenAI and Google.
The Itaú Intelligence project uses short and long-term memories and orchestration of various models. Since the creation of the platform, the bank has reduced costs associated with generative AI by 65%. With the support of the Itaú Science and Technology Institute, which has over 195 researchers, the institution is advancing towards a data-driven future. Innovation does not stop, and Itaú remains steadfast on the path of artificial intelligence, always seeking new ways to improve the experience of its customers.
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