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Smarter Bank Pricing in the Age of AI

Understanding each customer's price sensitivity helps banks balance discounting with sales conversions.

By Roberto Frazzitta, Luigi Esposito, Simone Battistino, Joe Fielding, and Seow-Chien Chew

For a broader perspective on generative AI’s impact on the industry, explore our generative AI in Retail banking primer.

The authors thank Francesca Chinello, a manager at Bain, for her work on this analysis.

First published in octubre 2024

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