As the global financial services industry is accelerating the adoption of AI (artificial intelligence) technology, Abdullah Khalifa Al Nusef, Boubyan Bank’s Chief Data Officer, discusses the transformative impact on banks and the customer experience as well as Boubyan’s AI-driven services and growth strategy.
Global Finance: How do you see AI transforming the future of financial services?
Abdullah Khalifa Al Nusef: AI is fundamentally reshaping financial services, driving a shift from reactive to predictive and proactive banking. From hyper-personalized customer experiences to real-time fraud detection, AI enhances decision-making and operational efficiency. In the near future, banks will rely more on generative AI and machine learning to build intelligent advisory systems, automate complex workflows, and improve risk modeling. As customer expectations evolve, AI will enable banks to offer services that are intuitive, contextual, and available 24/7 across multiple channels. AI is not just about efficiency: it’s redefining the role of banks in people’s lives.
GF: How is Boubyan Bank using AI technologies now?
AKN: Boubyan Bank is actively integrating AI across operations. Our virtual assistant “Msa3ed” supports both banking and lifestyle needs. AI is used in customer segmentation, operational automation, call center optimization, and document processing. We’re currently piloting AI for fraud detection and exploring advanced risk analysis models as a more dynamic alternative to traditional credit scoring. Internally, generative AI is being tested to help employees summarize reports and generate insight, speeding up workflows and improving service quality.
GF: What impact has AI had on Boubyan Bank’s operational efficiency?
AKN: At Boubyan, we operate two main AI domains. First is Msa3ed, our virtual assistant that supports customers with banking and lifestyle needs. As we integrate Msa3ed with Large Language Models (LLMs) and Boubyan’s own data ecosystem, it will offer more intelligent, human-like interactions that enhance customer experience.
We also use AI models within Boubyan’s Data Factory to support functions like customer segmentation, process automation, and operational forecasting, allowing us to optimize services, personalize offerings, and make smarter decisions faster. The result is higher efficiency, better resource utilization, and an improved customer journey across all touch points.
GF: How do you see AI helping Boubyan Bank capture new growth opportunities?
AKN: AI enables Boubyan to better understand customers and anticipate their needs. We use it to create personalized offers, recommend next best actions, and improve retention by identifying customers at risk of churn. It also helps in early fraud detection and proactive protection. These capabilities allow us to design smarter campaigns, introduce relevant products faster, and serve customers more intuitively, helping us grow within existing segments and into new markets.
GF: How is Boubyan Bank addressing concerns that AI introduces security and privacy risks?
AKN: At Boubyan, AI adoption follows a clear governance model aligned with CBK’s Cybersecurity Framework. We prioritize secure data handling, encrypted transactions, and explainable AI models. Every AI use case is assessed for risk, and sensitive decisions always include a “human-in-the-loop” approach to ensure oversight. We balance innovation with compliance and trust, ensuring that AI enhances service without compromising privacy, security, or regulatory integrity.
GF: How can banks balance the greater use of AI with customer comfort with a human point of contact?
AKN: At Boubyan, we believe AI should feel human, not just functional. We focus on making our digital assistants more natural and interactive by improving their tone, language, and personality. For example, we introduced the Kuwaiti dialect into our virtual assistant since most of our customers are Kuwaiti. We also ensure that customers can move easily between AI and human support when needed. Boubyan is focused on building trust: AI helps, but people are always there when it matters.
