Designing for Trust: Why Fintech Needs Equitable AI

AI is transforming how people manage their money but without cultural context, trust and emotional intelligence, even the smartest tools can fail to connect with the end user. In this article, Chloe Amos-Edkins explores how fintech teams can design AI-powered experiences that build trust, serve diverse markets, and reflect real user values. Featuring insights from intO’s Research Director Laetitia Sfez, and grounded in global fieldwork, it’s a call for equity as an essential part of the UX research and design process.

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Posted on April 28th, 2025

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From Buzz to Business Impact: What Fintech Needs from AI – And How UX Research Can Help

In this article, intO’s Commercial Director, Chloe Amos-Edkins, reflects on the insights shared in a recent Fintech Insider podcast episode on AI in financial services. As AI adoption moves from buzz to business-critical, Chloe explores why trust, cultural context, and user understanding are essential to success. Drawing on intO’s global fintech research, she outlines how UX research can help teams design AI that’s scalable, ethical, and truly user-centred.

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